Branded Environment Concept

Wildfang: Smashbox Retail Experience

Art Direction & Design: Kandace Selnick
Videography: Mike Fink
Mentor: Stella Hernandez-Salazar, ArtCenter

Flagship store to shop, let loose, and connect with your inner tomboy - empowering you to break down barriers and rock that power suit.

Programs

When you enter the store, the Wildfang associate, aka your new best friend, invites you to participate in three activities.

(Wildfang photography supplied)

SCREAM, Group Therapy Activity

Release your inner power and let yourself be heard and shared with others. A controlled light activates, directing you on the level of intensity and length of your scream, creating a song of yells with you and others.

Programs

SMASH, Boxing Activity

A video screen prompts and guides you through 5-minute smashing routines to help get your angst out from your daily grind.

Programs

SHATTER, Plate Throwing Activity

Once you purchase an item, a Wildfang associate hands you a plate and marker to write what you want to shatter — whether that be gender roles, the patriarchy, or feelings you need to destroy.

Key Moments

The dressing space features a unique experience.

Dressing rooms are made of 1-way mirrors — visitors on the outside will see their reflection and be checking themselves out, not realizing someone in there is getting dressed and looking out. From inside the dressing room, you see everything and everyone around you, creating a sense of getting dressed in public. You can see people around you, but they can't see you. The goal here — be brave without anyone knowing.

Centered between dressing rooms is a large screen using Augmented Reality in which scans you in your Wildfang attire and puts you in a scenario or background of your choice — whether that be at a rock show, giving a TED Talk, or in a world of color — empowering you for the night or your next meeting.