Spatial design principles for reflecting luxury brand identity in metaverse stores

Abstract

With the rise of the Internet, a vast “virtual world” emerged, bringing with it services and facilities that mimic and often exceed those found in the real world. This digital transformation has enabled unprecedented global interaction and accessibility, leading to the concept of a "global village" where people and resources are connected like never before. In this virtual space, users seek engaging, coherent experiences, especially as digital environments influence mental states and social well-being. The Metaverse spans diverse domains such as economy, social networking, entertainment, work, education, tourism, architecture, and fashion. In this virtual space, designers seek ways to create engaging, coherent experiences, that bring benefits to their audiences, especially as digital environments influence mental states and social well-being. This study explores intersections between architecture and fashion within the Metaverse, particularly in luxury brand boutiques and games, examining and compares these digital spaces similarity with physical luxury boutiques. The thesis argues that, by aligning architectural expertise with the skills of virtual environment designers, luxury brands can achieve spaces that resonate deeply with their audiences, preserving the brand's distinct impact in both physical and digital contexts. The research in the thesis focuses on highlights key themes: the integration of advanced technology, digital identity through virtual fashion, new marketing strategies, social considerations, and immersive experiences. Despite the growing presence of luxury brands, there is limited research on architectural quality and user experience in virtual retail spaces. This thesis identifies gaps and suggests that future studies focus on consumer engagement, brand impact, and spatial design, as well as qualitative analysis by architects, to enhance the depth and meaning of virtual experiences.