How can a fragrance brand create a memorable experience before the architecture is even defined?

Commissioned by the architectural studio responsible for the project, my contribution focused on the early development of the brand experience rather than the architectural design itself.

Through creative research, cultural references and AI-assisted concept visualization, I explored ways of translating O.U.i's identity into an immersive Christmas pop-up experience inspired by the encounter between Brazilian warmth and the atmosphere of Parisian cafés.

The work investigated sensory cues, visual storytelling, material references and customer interactions capable of transforming a temporary retail space into a memorable brand experience. These studies served as a conceptual tool to support the creative process and explore different experiential directions during the project's development.

Although the architectural proposal was ultimately not approved, the research established a coherent experiential narrative and demonstrated how AI-assisted visualization can accelerate ideation and support early-stage concept development.

branding team: Biabum
architecture team: renata gaia arquitetura