GU STYLE STUDIO

A NEW WAY TO SHOP IN HARAJUKU

Role: Design Lead

Client: GU [Fast Retailing]

Agency: I&Co

GU (a Fast Retailing company akin to Forever 21) came to I&Co for a cutting-edge, future of retail concept for their new Harajuku flagship store. Working with our CCO, I led the design of the experience and customer journeys for GU Style Studio - a showroom-style store where visitors shop with their phones. GU gave us two primary goals: generate data and minimize square footage. Starting with a deep dive into their existing shopper's behaviors, I was able to identify three primary experience pillars: Discovery, Styling, and Convenience, from which I designed various customer journey's employing a mobile-first mindset. GU Style Studio opened in December 2018 in the Harajuku district of Tokyo.
 

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