This branding concept was created for the grand opening of Iris van Herpen’s flagship store in Amsterdam. Known for her futuristic, sculptural designs rooted in science and nature, the goal was to craft an immersive identity that honors van Herpen’s vision without directly replicating her existing brand. The project combined a collectible physical invitation with an interactive digital experience to introduce guests to her world.

A laser-cut invitation designed as a sculptural object, echoing the textures and forms found in van Herpen’s collections. Paired with a digital app that allowed users to create custom avatars, explore a virtual store, and try on animated digital garments. Each piece included storytelling elements about the materials, technology, and philosophy behind the designs, creating a seamless blend of education, fashion, and interaction.