A speculative concept exploring the future of in-store retail for Canada Goose. Two intertwined experiences — an AR Magic Mirror for virtual try-on and product storytelling, and a 360 Booth that simulates the conditions Canada Goose jackets were built to survive. Led design on a small team.
A speculative R&D concept built to explore how AR and sensory design could transform luxury outerwear retail. Not a paid commission — a self-initiated brief led with a small team, taken end-to-end from research through high-fidelity concept.
The output: two complementary experiences. The Magic Mirror brings virtual try-on, world-map storytelling, and product details to the mirror itself. The 360 Booth wraps the customer in a curved screen and simulates breeze, mist, cold, sound, light, and even scent — letting them feel what the jacket was built for.
Both built on the same insight: experience is the new luxury.
An AR-enabled in-store mirror that recognizes the customer, layers virtual products onto their reflection, and surfaces product details with a tap. The mirror becomes a storyteller — showing where in the world the jacket was built for, what the Arctic conditions look like, and which items match the customer's destination.
AR · virtual try-on · product storytellingAn immersive sensory booth wrapped in a curved screen. Inside, the customer feels real conditions: breeze, mist, cold air, ambient lighting, spatial sound, even scent. Wirelessly connected objects sync with the screen content. A tablet controls the room. The jacket gets to prove what it can do.
Sensory design · immersive retail · multi-sensoryBrand audit, market scan, and a comprehensive SWOT to map strengths, weaknesses, opportunities, and threats. What could Canada Goose own that no one else could?
Strategy boards exploring "experience as luxury," followed by hand sketches mapping the booth's spatial design — breeze, mist, sound, lighting, smart mirror.
High-fidelity mockups of both the Magic Mirror UI flow and the 360 Booth spatial layout. Render-quality visualizations of what the customer would actually see.
Final presentation walking through the journey from rough concept to fully-realized experience. Positive stakeholder feedback and a path to next iteration.
Before any sketches, the SWOT framed the strategic terrain — what Canada Goose could uniquely offer, what risks AR-driven retail brings, and what white space existed in luxury outerwear retail. The diagram below summarizes the working analysis.
The strategy board grounded the work around a single phrase that came out of early team conversations — "experience is the new luxury." The hand sketch came right after, mapping out the booth's physical and sensory architecture before any pixel work.
Two complete hi-fi concepts, each capturing a different layer of the in-store journey. The Magic Mirror covers the digital interaction — try-on, exploration, recommendation. The 360 Booth covers the spatial and sensory layer — the room itself as product demo.
The hardest part wasn't designing the AR — it was figuring out what the experience should say. The strongest moments came when I stopped asking "what can the mirror do?" and started asking "what does the product want to tell you?"
No client meant no constraints — which sounds freeing, but the SWOT, sketching, and explicit framing did more work here than they would have on a paid brief. Self-set rigor is the difference between concept and daydream.
Most designers work in two (screen) or three (3D / spatial). Adding wind, temperature, scent, and sound asks for a new kind of design vocabulary — one I'd love to keep exploring in future retail and brand work.
A complete speculative R&D package — research, strategy, sketches, and high-fidelity mockups — ready to be pitched to a brand team or developed into a working prototype. The kind of design thinking that opens the conversation, not closes it.