The Fall ’22 Kate Spade VR Townhouse reimagined the brand’s iconic charm as a fully immersive, three-floor digital home. Visitors explored character-themed rooms, interacted with custom mini-games, discovered new bags, and unlocked shoppable product moments—blending fashion, narrative, and technology into one seamless activation that introduced Kate Spade to the metaverse with a warm, highly engaging debut.
Result
A cohesive, shoppable VR experience that combined exploration + play with clear product discovery driving engagement through interactive moments while maintaining a consistent Kate Spade look-and-feel across the full environment.
A cohesive, shoppable VR experience that combined exploration + play with clear product discovery driving engagement through interactive moments while maintaining a consistent Kate Spade look-and-feel across the full environment.
My Role
Creative Direction + experience design leadership (story, visual system, UX flow, and interactive module design).
Creative Direction + experience design leadership (story, visual system, UX flow, and interactive module design).
Highlights
- Led creative direction for the end-to-end VR townhouse concept and narrative structure
- Led creative direction for the end-to-end VR townhouse concept and narrative structure
- Built a modular experience system across three floors (room archetypes, interaction patterns, UI overlays, prompts)
- Designed shoppable product modules (e.g., Katy Shoulder Bag feature moments) integrated into gameplay + discovery
- Created moodboards, environment styling guides, and interaction blueprints to align design + 3D + engineering
- Ensured visual consistency across dozens of interactive elements while keeping navigation intuitive and playful
Deliverables
Experience blueprint + floor-by-floor interaction maps, modular room system, UI/UX overlays and prompt rules, moodboards and style direction, shoppable product module designs, and a production-ready guidance package that kept teams aligned and supported parallel build across design, 3D,
product, and engineering.
Experience blueprint + floor-by-floor interaction maps, modular room system, UI/UX overlays and prompt rules, moodboards and style direction, shoppable product module designs, and a production-ready guidance package that kept teams aligned and supported parallel build across design, 3D,
product, and engineering.
Experience Blueprint
Moodboards
