A narrative-driven spatial concept for Christian Dior

Project Title

Narrative driven retail experiences: an exploration of emotion, curiosity and escapism in luxury fashion

Research Question

How can emotional and narrative strategies within luxury retail environments construct consumer perceptions of authenticity, creativity, and brand connection?

Project Aim

To investigates how narrative-driven retail environments influence consumer emotions, particularly wonder and curiosity, and how these shape brand engagement and perceived value in luxury fashion.

Objectives

To define the theatre of retail through literature and primary interviews, examining its sensory and emotional dimensions and their implications for the future of visual merchandising.

Objective 1

To identify and analyse the reference of Narratives in luxury fashion retail with particular focus on architectural, visual, and symbolic expressions.

Objective 2

To explore customer perceptions and behaviours by measuring emotional connections, identity, and escapism in relation to luxury fashion retail

Objective 3

Project Overview

As luxury retail evolves into immersive, experience-led environments, this project positions narrative-driven design as a tool to construct emotional engagement. Through spatial storytelling, sensory layering, and heritage references, Avant Garden reimagines the store as a choreographed journey shaped by shifting light, atmosphere, and time. Aligned with the Experience Economy (Pine & Gilmore, 1998), the project positions retail as a staged, immersive experience. The concept responds to real-world conditions, transforming retail into a dynamic, performative environment. Space, body, and memory become interconnected, positioning the store as a site of discovery and emotional resonance.