Oribe l Beauty

Context
Oribe is a luxury haircare brand with a strong editorial heritage. The brief was bringing the brand into Selfridges through Place & Learn, an RFID-triggered digital experience designed to introduce shoppers to the range without staff support. The work spanned 62 SKUs across hair textures and use cases, requiring a system that could carry Oribe's editorial confidence into a self-service retail moment.

Approach
Physical retail is built for distraction. Customers move fast, attention is shared with the rest of the floor, and the brand only has a few seconds to earn the moment. The idle screen had to pull people in without shouting. The product reveal had to feel cinematic, not technical. The whole journey had to feel as considered as the products on the shelf, luxurious, intuitive, quietly inviting.

Scope
Built the UI/UX flow for Place & Learn, from idle and product-detection states through to story, benefits and video, and built a scalable visual and interaction system that worked across all 62 SKUs. Also developed the deck explaining the customer journey, system logic and rollout to the wider Oribe team.