Fashion Marketing & Management B.F.A.

For this project, I developed a proposal for a phygital activation to complement a traditional runway show, driving heightened brand engagement and return on investment. The concept centered on an exclusive immersive experience at Alexander McQueen's Bond Street flagship location in London, where guests would enter a fully equipped 360° digital room on the first floor. The space would live-stream the latest runway collection to a select audience during the show, then remain open to visitors the following day, with the physical collection available to explore on the second floor. By pairing the digital experience with dinner service and exclusive access, the activation aimed to build deeper emotional connections between Alexander McQueen and its valued client base. The immersive format engaged press, influencers, and customers alike, creating memorable moments that naturally inspired genuine storytelling and content creation.