• Industry collaboration between YOOX Net-a-Porter, Koto, and a multidisciplinary creative team.

• Develop a digital-first strategy to engage a younger, tech-savvy audience.

• Design an end-to-end metaverse experience, including avatar customization and virtual retail.

• Produce a full pitch deck including billboards, editorial photoshoots, and app mockups.

• Role: Art Director / Creative Director (co-leading a team of 7).

Traditional luxury e-commerce can feel transactional and static. YOOX Net-a-Porter needed a way to transform "shopping" into "belonging." We saw an opportunity to create a space where the purchase of a physical item acts as a key to a private, virtual world.

As one of the Art Directors, my task was to oversee the visual cohesion of the "Gettaverse."
I had to ensure that the transition from a physical purchase to a digital avatar felt seamless and premium, while managing the creative output of a 7-person team to meet the high standards of Koto and YNAP.

We designed a tiered entry system: a physical purchase triggers an email code to unlock the "Main Stage." I led the art direction for the UX/UI of this space, where users can chat, explore virtual shops, and earn credits through "Concept Clothing" creation. For the premium tier “The Gallery” we developed a high-end visual language for exclusive digital drops and virtual fashion shows. I coordinated the production of the 3D mockups and the
"real-world" marketing assets, such as billboards and editorial shoots, to prove how the Gettaverse would live outside of the screen.