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Role: Creative Direction, Interface Design, Interaction Systems

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HAPE Community World

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An immersive digital environment designed to explore creations from Hape’s community alongside the brand’s own work.The opening frame uses large scale typography as a spatial element, establishing the experience as a collective world rather than a traditional fashion interface. High contrast colour and bold typographic hierarchy set a clear digital tone while reinforcing ideas of collaboration, participation, and shared authorship.

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Avatar Customisation

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Users can dress and customise their Hape avatar using digital garments and accessories from both the brand and its community. The interface treats fashion as modular objects, allowing users to equip, layer, and experiment with pieces in real time, turning personal style into a playable and expressive system.

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The project explores an immersive digital world where HAPE and its community coexist, allowing users to customise their avatar and experience fashion beyond a traditional storefront. A minimal white space acts as a blank canvas, removing hierarchy and noise so both brand and fan-created pieces can stand on their own as expressions of identity. By framing garments within a walkable environment, the platform shifts fashion from product to culture, encouraging exploration, creativity and personal ownership through digital form.

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This collection explores the relationship between community and collective through contrasting light and dark digital spaces that exist side by side. Rather than separating brand and audience, each environment relies on the other, reinforcing HAPE’s belief that identity, culture and creation are built collaboratively. By placing these worlds in dialogue, the experience positions fashion as a shared system where community contribution drives the evolution of the brand forward.

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The white space functions as a neutral digital environment, designed as a blank canvas for the HAPE community to project their creativity. By stripping the space back, the focus shifts entirely to individual expression, allowing each piece to exist on its own terms while contributing to a shared visual language. This environment reinforces the idea of collective authorship, where brand and community co-create value through participation rather than hierarchy.

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Customised HAPEs

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Each HAPE functions as a modular digital canvas, allowing users to customise colour, texture, accessories, and graphic elements to reflect personal identity. By treating customisation as a form of self-expression rather than utility, the avatars become extensions of the community itself, blurring the line between creator and consumer. The system prioritises visual play and individuality, ensuring no two HAPEs feel identical while still existing within a cohesive brand world.

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Navigation & Interaction

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Movement and interaction were intentionally kept familiar and lightweight, borrowing from standard gaming controls to reduce friction and allow users to focus on exploration rather than learning a system. Simple keyboard inputs enable users to move freely through the space, inspect pieces, and switch characters seamlessly, reinforcing the feeling of play while keeping the experience intuitive and accessible.

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Interaction & Commerce

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As users move through the space, contextual prompts surface naturally when approaching garments, allowing items to be inspected and selected in real time. On-screen controls remain minimal and purpose-driven, blending navigation, inspection, and purchase into a single fluid experience that mirrors physical retail while staying rooted in a digital, game-like environment.

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White Space Environment

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The white space acts as a controlled, gallery-like environment where the collection is stripped back to its purest form. By removing distraction, the architecture places full focus on silhouette, repetition, and scale, allowing each piece to be experienced as both product and artefact. This space reinforces the idea of the brand as a collective archive, where individuality sits within a shared visual system, and exploration feels intentional, calm, and immersive.

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Purchase & Ownership

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Items within the environment can be inspected and purchased directly, with the platform supporting wallet connection and Ethereum-based transactions. Once acquired, pieces exist as digital assets tied to the user’s avatar, allowing ownership to move seamlessly between the virtual space and the user’s wallet. This approach reinforces the idea of fashion as both wearable and collectible, extending the brand beyond the screen into a persistent digital identity.

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Avatar Customisation Platform

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Alongside the immersive world, an alternative platform interface was designed to allow users to customise their avatar in a more direct and modular way. The system breaks personalisation into clear categories, enabling users to explore traits, accessories, and garments with precision while maintaining a premium, editorial feel. This approach balances expressive identity-building with usability, offering a scalable solution for broader audiences while preserving the visual language of the Hape universe.

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Colour & Personalisation Controls

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A simple colour-selection system was introduced to allow users to customise key avatar features while maintaining visual consistency across the platform. The interface prioritises clarity and speed, giving users creative freedom without overwhelming the experience. By limiting interaction to essential controls, the system supports expression while keeping the focus on the avatar and overall brand world.

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Full Avatar Overview

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The full avatar view brings together customisation, product selection, and ownership into a single, unified interface. Users can preview complete outfits in real time while browsing individual items, reinforcing the relationship between digital fashion, identity, and collectability. By presenting the avatar at full scale, the experience emphasises styling decisions and silhouette, turning the marketplace into a visual world rather than a traditional product grid.

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