In this project, I helped develop an immersive brand experience for Gucci centered around experiential marketing, luxury storytelling, and sensory design. I began by researching Gucci’s heritage, brand perception, and luxury positioning to understand how the brand blends bold creativity with craftsmanship.

Using those insights, I co-created the concept “Gucci’s Fruit of the Jungle,” a jungle-inspired pop-up experience designed to launch during SXSW in Austin, Texas. The experience was built around a central “Forbidden Tree” installation, where red Gucci bags hung like fruit to symbolize desire, exclusivity, and temptation.

I helped design the full customer journey, including nature-integrated clothing displays, fragrance-driven sensory elements, interactive beauty and fashion zones, and guerrilla-style street activations featuring models in jungle-inspired looks. This project strengthened my experience in experiential marketing, spatial storytelling, and translating a brand’s emotional world into physical, immersive environments.