Led concept, design, and art direction for a self-initiated AI and AR retail concept for Schiaparelli, envisioning a new kind of immersive luxury flagship experience. Inspired by the house’s surrealist heritage and sculptural couture, the project explored how intelligent digital storytelling, generative visuals, and spatial AR moments could transform retail into a theatrical and deeply memorable brand world. Created independently in early 2026 as a speculative exploration of luxury’s next frontier.
Creative & Design Lead:
Zara Mahmood