DREST
The ROI of Exclusivity
Art Direction
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UX/UI Design
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Product Strategy
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Launch Strategy
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Art Direction + UX/UI Design + Product Strategy + Launch Strategy +
Project Name
VIP Branded Events
An immersive virtual journey transforming high-end brand activations into interactive, narrative-driven mobile experiences.
The Hook
Project Quick Links
1. The Vision & Challenge
2. Product Design Deep Dive
3. Brand Identity & Strategy
4. The Impact
The Vision & Challenge
The objective was to provide luxury brands with a flexible, mid- scale event type that could run concurrently with month-long special events without cannibalising the main gameplay experience. We needed to create a modular partnership opportunity that could be sold independently or in combination with other features, maintaining high impact for brands while minimising production costs through reusable technology.
THE NORTH STAR
Replicating exclusive physical activations virtually to enable a global audience to feel invited into elite, behind-the-velvet-rope branded experiences.
Product Design & UX: "The Deep Dive"
Discovery & Define:
Research and Synthesis
• The core team identified a critical gap: high-end brands needed an "easy-to-buy" modular event type that could run concurrently with main gameplay without cannibalising existing features.
• Primary research had analysed the "why" for brands-they command significant revenues (€250K+) from physical VIP activations and wanted a virtual market-first to replicate this intimacy directly with new customers who are digital natives.
• We moved from "unstructured research findings" to developing the core opportunity: replicating the "behind-the-velvet-rope" experience of a fashion editor or high-value customer who would cover a brand event or show. This experience, usually gate-kept, was an exclusive USP of the game, which we could deliver not only to our partner brands but also to the audience dedicated to the genre.
• The "How Might We" question came swiftly as we looked to develop the product being defined, and creative exploration began. Visual research and competitive benchmarking helped me and the team understand how to translate a series of digital gamified tasks into a rich, visual narrative that feels like a prestigious journey end to end.
• We began interviewing key stakeholders on experience, and key metrics in the industry, and interviewing customers gave us the opportunity to identify an area: The "Digital Press Pass"—a feature that gives all players exclusive access typically reserved for a handful of VIP press members.
Develop:
The Ideation Phase
• Ideation & First Ideas we quickly formed, with high-fidelity wireframes, where we investigated gameplay direction, the number of challenges, onboarding, and a notification system to keep players engaged and enthusiastic about completing.
• We proposed a "Chapter Map" as the most efficient way to deliver narrative-driven branded stories.
• Design Vision & Hypothesis: We hypothesised that using "Editorial Pins" alongside gameplay would aggregate more value for brands by telling stories through mini challenges that gave a break from core gameplay features, leading into brand campaign videos and imagery, which served as advertisement spots that educated and raised brand awareness.
• Once we developed the concept with test assets and content, which gave life ot the ux and allowed us to focus on the interaction states and notifications.
• Setting the Framework: We established the requirements for a flexible Ul: title, strapline, byline, and modular content blocks (video, UGC, and product carousels).
Deliver & Implementation
• Prototype, Test & Analyse: We de-risked the feature by running an internal "DREST-branded" chapter first to capture workflow and technical dependencies.
• Iterative Build (V1 to V2): The technical team utilised a phased delivery from March to May, refining backend services and CMS tooling through continuous testing.
• Continuous Feedback Loop: We implemented dedicated weekly catch-ups between the creative director and the production team to ensure every asset met luxury codes before release.
• Release & Out: The final product launched as a 1-2 hour immersive virtual journey, successfully converting physical brand campaigns into digital reality.
• A guideline for the internal team on how a branded chapter is set up, and how we could pitch the work externally and market this opportunity.
Technical Execution
& Quality Control
• Reinforced Planning: We applied learnings from previous developments to establish a more thorough technical planning process, including Miro planning, regular stand-ups and improved documentation.
• Modular Infrastructure: The system was built to support "baked-in" map backgrounds with the flexibility to place interactive pins anywhere on the scene.
• Asset Scalability: Each chapter utilises a strict asset list— including map loading screens, branded gift boxes, and narrative character tooltips—to ensure visual consistency.
3. Brand Identity
& Strategy
The concept narrative of the "Digital Press Pass" The aesthetic is built on the concept of "The Exclusive Invite." We move beyond standard gaming interfaces to replicate the visual and social codes of a high-end luxury press event. The "vibe" is one of curated discovery— mimicking the feeling of an editor or top-tier client being courted by a brand. Every interaction is designed to feel like a "behind-the-velvet-rope" experience, providing intimate access to new collections before they hit the general public.
Luxury Codes & Visual Systems
• The VIP Invitation: The journey begins not with a menu, but with a formal, bespoke invitation card delivered on the home feed. This uses high-end typography and "Invitation Only" messaging to establish immediate prestige and connection of the real virtual real (RVR).
• Atmospheric "Map" Environments: Instead of abstract levels, we use a "baked-in" map background that functions as a physical venue. For example, the Chanel activation utilises a high-altitude "Los Angeles" aesthetic, using collage-style imagery and brand-specific colour palettes and content to create a sense of place.
• Human-Centric Storytelling: We replicate the presence of a "host" through real-world brand ambassadors and creative directors or brand ambassadors from the real world. This adds a layer of social validation common in luxury press activations, where the "who" is as important as the "what".
• Curated Curation (The "Look" Book): The visual language of the editorial pin-carousels of professional campaign photography, videos and UGC content mimics the life of a front-row guest of a collection show.
Brand Touchpoints
• Bespoke Assets: Custom-designed "Brand Gift Boxes" and luxury tissue paper backgrounds are used during reward claims to mimic the physical unboxing experience.
• Themed Icons: Editorial map nodes are customisable, allowing brands to use their own logos or campaign-specificiconography to mark "stops" on the journey.
4. The Impact
The concept narrative of the "Digital Press Pass" The aesthetic is built on the concept of "The Exclusive Invite." We move beyond standard gaming interfaces to replicate the visual and social codes of a high-end luxury press event. The "vibe" is one of curated discovery— mimicking the feeling of an editor or top-tier client being courted by a brand. Every interaction is designed to feel like a "behind-the-velvet-rope" experience, providing intimate access to new collections before they hit the general public.
Commercial ROI & Market Position
• Premium Revenue Generation: Engineered a feature capable of commanding £250K+ per activation, rivalling the price points of platforms with millions of audiences by prioritising high-intent engagement over general raw traffic.
• Market-First Engagement: Delivered an unparalleled 1-2 hour virtual journey, establishing a unique, dominant position in the mobile fashion market.
• Brand Awareness & Loyalty: Heightened campaign impact through virtual gifting and narrative storytelling, replicating the prestige of physical VIP events for a global audience and access to these brands in new markets and audiences.
Operational Excellence
• De-Risked Launch via Internal Beta: Orchestrated an "Own- Branded" test chapter to capture real-time workflow data and identify technical dependencies before external partner onboarding.
• Optimised Production Cycle: Identified and resolved critical bottlenecks between Creative, Fashion, and Engineering, resulting in a refined, repeatable 9-week production roadmap.
• Synchronised Cross-Functional Leadership: Implemented the "Kick-off of Kick-offs" strategy, aligning the Product Manager, Art Director, and Content Lead to ensure 100% cohesion in brand patterns, palettes, and narrative tooltips.
• Reusable Technical Framework: Developed a modular framework designed for rapid deployment across diverse luxury partners while minimising production costs through high-tech reusability