CLOSET CONFIDeNTIALS
Every closet tells a story. a reflection of personal style, identity, and inspiration
CREATIVE DIRECTOR
Role: Concept PROPOSAL development · Immersive experience design · Storytelling strategy · Brand-meets-culture positioning · Client pitch presentation
AREA: EXPERIENTIAL . FASHION . DIGITAL
CLIENT: QVC AGENCY: DENTSU
Challenge: Every closet tells a story—one of personal style, identity, and inspiration. While self-expression through fashion is powerful, there’s something equally captivating about exploring the closets of others. QVC wanted to spotlight its “Age of Possibility” campaign and the Quintessential 50 (Q50)—a group of inspiring women over 50—through a culturally resonant experience that celebrates individuality and discovery.
Idea: Bring QVC’s Closet Confidential series to life as a walk-in, immersive closet experience at major cultural and lifestyle events nationwide. Each “closet” is curated by a Q50 Ambassador, featuring QVC-exclusive and new products spanning fashion, beauty, home, and decor—all carefully selected to reflect her unique story and aesthetic.
Execution:
Design immersive closet spaces that blend editorial storytelling with shoppable brand moments.
Each space curated by a Q50 Ambassador, transforming personal style into a discovery driven experience.
A mirrored cube with LCDs, a countdown clock, and a QR code teased the next closet reveal while promoting products.
Positioned at high-traffic cultural events, ensuring maximum visibility and participation.
Projected Results:
• cultural intrigue around QVC’s Q50 BAs, bridging personal storytelling with commerce.
• Elevate QVC’s perception as a fashion & lifestyle authority while rooted in authenticity.
• an experiential bridge to digital, driving both on-site engagement & e-commerce conversion through QR-led journeys.
