Students from Elisava's Master in Retail Design have collaborated with students from The Trans-disciplinary Design programme at Parsons School in New York to conceptualise a new experience called "phygital".
The two-part 'Phygital Experience-Spatial Stories' project aims to merge the digital with the physical in order to further empathise with the consumer and deliver a unique story in line with current trends in the retail world. First, students will share and analyse ideas and then conceptualise the brand to develop the project. Next, they will generate a storytelling and look for the ideal place for the project in order to design it according to the 'Phygital' trends. Finally, they will present the work.
An example of the results of this project is ‘El Príncipe’, which aims to create a multidisciplinary space aimed at the population of the Little Haiti neighbourhood in Miami. The goal is to create a 'phigytal' shopping experience where consumers can collaborate to understand the community and its behaviour with the intent of preserving Haitian culture and creating an educational and fun experience through workshops and events.