![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/14c1ef93-bda4-47d8-9fa5-b4940c03bd0c_rw_600.gif?h=11b669c8ad88d87a8fc418a05fb85608)
a gaming concept store at 'selfridges' london.
Gaming, a subculture thriving on technology, community and engagement.
Bridging the virtual space, Selfridges is hosting a physical place to step into their digital world.
Bridging the virtual space, Selfridges is hosting a physical place to step into their digital world.
The face of gaming has changed -- from loners living in their parent’s basement to AVANT-GARDE
gen Z influencers pushing the limits of technology and innovation.
Creative Direction · branding · animation · augmented reality · 3d
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/bbc93e5f-46a0-47fa-b6d6-28280137123d_rw_1920.jpeg?h=5b502f5ed3800144f95a6d7f420ecbe5)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/e1b38cce-bc56-41a8-8bc4-608a56cd0196_rw_1200.jpg?h=2fdc22fcd1b893297fa808a460b4c6c7)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/0b536307-3f63-46f8-99b4-b3b29a3753c6_rw_1200.jpg?h=01555ae8abee00d0f546b77a0a0d4705)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/7c8baec2-fbdb-4885-98ac-a7af12383057_rw_1200.png?h=76fc488e5e0f19b63786a0ddb7784999)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/ae0abca0-9d06-4948-9324-3226fd92df37_rw_600.gif?h=ef485709b7f5010553418b13dfa1b9c7)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/093a6032-602b-4e99-a87c-1b6c0f966f6d_rw_1200.gif?h=9dbf7b16a2fd9be993703c0894182f54)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/470f3682-32de-4401-8fe3-f029f8c2629f_rw_1200.jpg?h=8d8c88f77aab1cafd0768a1704d7a558)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/5b98aaab-a42a-4f24-a7ac-ca128f122d43_rw_1920.png?h=dc9c429bfe6e7979dcb35a3900ac8a35)
Gaming isn’t a diet, it’s a lifestyle. Key players reach new heights through breaking the wall between virtual and IRL.
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/6e4e10da-3cba-4c68-bbe8-06be219ae0b5_rw_600.gif?h=98701daa0d4bfcd7edc760c4e0c809a1)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/1572f6f1-2bb7-4a40-b28a-e79ddcb923d0_rw_1200.png?h=93b83f4e9c34982f3e51d58300fdde38)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/a7b0b7ac-56d3-437c-a08e-c4fbdbe27328_rw_600.gif?h=d52efd2c8d1a2badaea94192d004966f)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/eae3cfa0-52d4-4568-a1ff-d67b6daef090_rw_3840.jpg?h=863e1ecb422014a8aa9a98a9deaabc73)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/ce88d569-1d81-4aa1-9a9d-4e9282d3f564_rw_1200.png?h=dd1c75d9152e0354914bdb98009e5351)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/299be020-6a82-4252-ada3-e4318c93b0ac_rw_1920.png?h=a7787f138099126f4a592b09df799684)
Arches
The gateway to a new world, cross over, Transform yourself.
The concept is CULT-ure, so I decided to use the Gothic arch formation (the tracery)
to lead the visuals and the composition. The logo as the Rose -
the circular openings At the head of the arch of the window.
The stained window is the new world that awaits you.
The concept is CULT-ure, so I decided to use the Gothic arch formation (the tracery)
to lead the visuals and the composition. The logo as the Rose -
the circular openings At the head of the arch of the window.
The stained window is the new world that awaits you.
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/70272bf2-d3ab-4d3d-a8f6-85f6d09f299c_rw_1920.png?h=afffcc5bed8495ffc8c5e9ebd9f2801d)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/3977d708-3ce3-471f-813a-639cf81c7629_rw_1920.jpeg?h=7157e8f092458d0d13fdb7ee9140be12)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/cb91b59d-72fa-4725-82bf-7461c2193506_rw_600.gif?h=6d2656344f7b729feb3bb3cc9eab068d)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/aa61f218-708f-4cbb-8560-6c8b7d44a27f_rw_1200.jpg?h=0b70a6d3c4c477cee8b57102659a47cc)
All hail the Alpacalyps🦙
Blurring the lines between graphic, 3D, photography and motion design –
mixed mediums are increasingly becoming the norm in design, creating a constant virtual exploration.
Interactive posters: Aim your cam to an image for secret messages, easter eggs, perks and animations.
Arches as a gateway, brand elements coming to life.
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/51b51da9-c2c3-45f0-80bd-61cecf073b6f_rw_1200.png?h=ba2119d029c4735a9bcbcc5ebc1180d0)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/ef2c3399-c503-4e08-8245-24fa6a8d7f16_rw_1200.png?h=c1841473aea307e211eec8907b1c49c1)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/0a5b8880-45a5-4093-a367-080e01832420_rw_3840.jpg?h=28fa74fa8d3a130dba290053698605be)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/947f4815-fb81-450b-a64f-24d456141160_rw_1200.jpg?h=0bf2bd014436ee9c3356c47aa1507794)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/67ffede2-b325-4cf3-9920-1126ad62be76_rw_1200.gif?h=b45af36bf6ca88a7dd6194839fca75c7)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/7c780530-e1fa-4d84-8099-9422f42300fa_rw_1920.jpeg?h=fed2a5fe127a93f7026bfbb5ea4aacbe)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/4e4d8a70-cfbc-48e9-8d83-8fb1c2f31da6_rw_1200.gif?h=0f07c48e3ed5f8aea28214d63de65957)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/be17e4b7-08fe-491b-8bc4-c454d51e9096_rw_1200.jpg?h=ab183f813d56b91c410dd887d0e7aee7)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/27498223-8398-45e3-805c-83106457b859_rw_1200.jpg?h=2799eb2ef7c8e68cf55e2eb1aeae6cc7)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/ac509b06-cea4-484e-92c1-da2c9a935c09_rw_1920.jpeg?h=4e49b0c5c14daa31aaadea4c91cb52c9)
The Garments
Taking the Retro Futuristic Glam to the next level
• Accessories yourself and cross over to the other side.
• The uniforms are simple, easy to produce, tech-fashion with the Logo Symbol as a pin or patch.
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/90d036d3-3837-43a7-ae5d-0103fd22d243_rw_1920.png?h=a592d49c650b9e729285ad765549df71)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/89831a6b-cc9b-417d-92d3-e6d34efe391b_rw_1920.png?h=a28f76d87677173f23a70dbfb12a46b6)
![](https://cdn.myportfolio.com/6915c01d07745cf570282a0046c70d90/8fabc948-6ede-430d-8608-0e7521a856fa_rw_1200.gif?h=cd856bdfad14148a36cd7e71d54c5cb3)