This thesis presents a new perspective on marketing within the digital era. Motivated by the concept of the 'Metaverse,' where physical reality (tangible) and digital virtuality (intangible) co-exist, my goal is to demonstrate a visual communication strategy that forges a true connection between the tangible and intangible, specifically, between sensations (tangible) and brand identity (intangible).

 

While leveraging artificial intelligence without compromising core identity and artisanal qualities, the project utilizes brand history and the five human senses as key elements, directly linking to the scientific theory of nostalgia activation.

 

This was achieved through in-depth research into five iconic brands—Chanel, Balenciaga, Loewe, Miu Miu, and Chloé—and the design of multi-sensory visual communication rooted in their historical and iconic elements.