Wonder Jam VR

Interactive Immersive Experience, VR Project

Thesis Project - Spring 2018



Research Question

What are good practices and techniques for retailers and brands using immersive technology in branding, especially for streetwear and sneakers, to increase consumers engagement and emotional connections ?

I-Pop-BE (Immersive Pop-Up Brand Experience) Design Framework 

A new format of branding with immersive technology for streetwear culture. Design an experience that brings audiences involved and allows them to explore the contexts behind streetwear and sneaker culture. An Pop-Up Style VR arcade integrates in the existing retail space.

"Wonder Jam VR"

An interactive immersive experience of Sneaker wonderland.

Wonder Jam VR Demo Video


Methodology - Methods for primary research

  • Practice As Research  

  • User-Centered Design

  • Immersive Brand Experience Design Framework

Contextual Research

Immersive Brand Experience Matrix. Designed by Will Hsu

Immersive Brand Experience Matrix. Designed by Will Hsu

Practical Project Description

1. Immersive Brand Experience Design Framework

Immersive Brand Experience Design Framework

I try to explore and build a design framework for creating immersive brand experience, and "I-Pop-BE (Immersive Pop-Up Brand Experience) Design Framework" was the earlier version of it. It had several unclear parts, and after showed the design and talked to my advisor and other professors, I made a new version of it. For the iteration version, the key elements consisting the immersive brand experience now are virtual experience, physical experience and hype-beat. 

Screen Shot 2018-03-04 at 14.43.30.png

Previous versions of the design framework

I-Pop-BE (Immersive Pop-Up Brand Experience) Design Framework 

Screen Shot 2018-02-13 at 11.12.18.png
Screen Shot 2018-02-13 at 11.13.13.png

2. Project "Wonder Jam VR"

"Wonder Jam VR" is the creation that based on the concept of the Immersive Brand Experience. At the beginning I was just trying to come up with a concept of proof for the idea of building an immersive brand experience. As I went along the progress, I started to realize the importance of pretending making a VR project for a certain brand, which would bring the project more contexts, since the creation is not only an art piece, it's also about commercial and branding. So I pick Nike as the brand, and the project "Wonder Jam VR" is built for Nike AirMax 1. 


Prototype 1 Video 

User Testing 1 / Pre-Thesis Demo, Dec 2017


"Wonder Jam" Prototype 1 Design Concepts & Scenes 


Wonder Jam VR Final

Concept Visuals

KITH Soho 

The concept visuals are the images I rendered to visualize how the idea of Immersive Brand Experiences integrated with the real physical retails. The concept of those are imagining the project "Wonder Jam" was integrated into KITH NYC Flagship Store, a Street-gear retailer selling trendy, casual footwear, clothes and accessories. 

There would be a huge size of monster showcasing what was shown in the HMD( Head-Mounted Display), so the people on the street walk by could get the idea easily and also get interested in it. The immersive experience would be set up in the store. It could be a pop-up style set-up, or even a permanent setup, like having a VR zone in the store. 

The idea and concept were showing the vision of future, VR technology integrated into retail store for enhancing consumers shopping experience and emotional engagement.

Nike Soho Flagship Store

Thesis Outline

Google Doc Link (Click) 

Thesis Contextual Research

Google Doc Link (Click)

Thesis Paper Draft

Google Doc Link (Click)

Project Updates

February 2018  

March 2018

April 2018


  • Augmented reality: Designing immersive experiences that maximize consumer engagement by Joachim Scholz and Andrew N.Smithb

  • Experiencing Interactive Advertising beyond Rich Media by Dan M. Grigorovici & Corina D. Constantin

  • The VR Book — Human Centered Design for Virtual Reality by Jason Jerald

  • Learning Virtual Reality by Tony Parisi

  • Designing Virtual Worlds by Richard A. Bartle

  • The Immersive Worlds Handbook: Designing Theme Parks and Consumer Spaces by Scott Lukas

  • Unreal Engine VR Cookbook: Developing Virtual Reality with UE4 by Mitch McCaffrey

  • Virtual Reality and the Built Environment by Jennifer Whyte