TLDR Tech / Design
Playful Retail is Serious Design Work
Interactive retail spaces that feel spontaneous, like the Coach Charm Playground at Selfridges, actually require immense hidden planning and discipline to execute safely and smoothly, according to Studio XAG. The project involved navigating regulations, testing over 150 sample sets, and executing overnight installs with precision compared to a Formula One pit stop. Key lessons highlighted include protecting the core idea through production, learning from workshop fabricators, and prioritizing real human behavior over portfolio aesthetics.
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