more considerate of the specific characteristics of the new channel and the opportunities it offers. As a matter of fact, American Apparel’s failure in [Second Life] was partially attributed to their ‘traditional’ store design, which was considered as disrespectful to the virtual world’s unique culture.” - Hassouneh and Brengman (2015)

A 'Coming Soon' teaser posted for cinphul customers in 2020 on Flickr showing raw screenshots using the Black Dragon Viewer.

"Sapir-Whorf Hypothesis: The language you speak defines the way you think" - An article on Medium further discussing the significance of the circular language and behavior in Arrival.

Excerpt from a 2019 survey with 20 cinphul customer respondents.

Excerpt from a 2019 survey with 20 cinphul customer respondents.

Wireframe of Wedge

Wireframe of Top

Wireframe Perspective

Wireframe Side

Wedge View with Mirror

Top View of Exterior

Bird's Eye View of Exterior

Side View of Exterior

View of the Interior with Array Applied to Wedge

Perspective of 2nd Level

Shoulder View

Shoulder View Scrolled Out

Customer Journey flowchart describing the functionality of having a separate landing point to the main building.
Store Landing point with heavy rain placing urgency on finding an exit. Lighter loading time due to distance from content heavy main structure shown in the distance.

Store Map, Gift Vendor, and Redelivery Terminal

Elevator Button

Conveyor belts with product displays.

Left view of the lobby with awards and affiliated events as well as another redelivery terminal.

Right view of the entrance lobby with store gifts and gift cards.
Demonstration of the elevator switch carrying avatar to a second level where discounted and older items are housed.
Exterior view of the main structure.
The circular layout encourages users to explore the entire store at their own pace, fostering a sense of discovery and wonder.
The subsections (neon/mecha, fantasy/demonic, alien/metallic) were not a primary focus in the customer vlogs. However, both users expressed appreciation for the variety and uniqueness of the products, highlighting the store's ability to cater to diverse preferences.
The vendor stations, with their modern aesthetic, likely contributed to the overall unconventional atmosphere the customers enjoyed, which aligned with the brand identity.
Both customer vlogs conveyed a sense of wonder and immersion. The unique product offerings and non-cookie-cutter store design resonated with the customers, aligning with the brand identity.
Analyzing customer feedback, like the survey conducted in 2019 and the customer vlogs, proved invaluable in refining the shopping experience.
While the circular layout encourages exploration, subtle directional cues might be beneficial in guiding users towards the second floor and elevator, as observed with User A.
Conducting usability testing with a broader range of Second Life users, including those who are less experienced, can help identify potential hurdles in navigating the vendor interfaces and further optimize the overall user experience.
While both vloggers navigated the landing point with minimal difficulty, future iterations could explore enhancing its clarity and communicating its purpose more effectively to users.
Based on observations of both customers’ experiences further exploration of the vendor interface's usability might be beneficial. This could involve A/B testing different design layouts or conducting user interviews to identify any potential areas for improvement.
This case study explores the design of a virtual storefront for cinphul, a digital fashion brand in Second Life targeting a niche audience drawn to a dark, otherworldly aesthetic. The goal was to create an immersive shopping experience that complements the emotional connection offered by the brand's hedonic products (focused on sensory pleasure and self-expression).