Brown Thomas aimed to launch a new app that blended editorial content with eCommerce to elevate both online and in-store experiences. The challenge was to create a seamless, luxurious, and user-friendly platform that captured the sensory elegance of the Brown Thomas store while differentiating it from other brands like Arnotts. Additionally, they sought to enhance usability, streamline navigation, and integrate commercial opportunities without disrupting the user experience. ACNE Dublin was tasked with developing 3D animated visuals to embody the brand's sophistication in the digital realm.

ACNE developed the "Transcended Realities" concept, a series of phantasmagoric 3D animations inspired by the opulent in-store experience at Brown Thomas. These digital sculptures, crafted from detailed photography of store materials, provided an elegant and ethereal introduction to the app’s login screen. To enhance functionality, a new design system was introduced, featuring "Shop-The-Look" and "Comm-tent" experiences, AI-powered personalized journeys, and over six delivery and payment options. The streamlined interface, complete with modular animations, halved checkout time and ensured a dynamic, luxury-driven shopping experience that was accessible, visually captivating, and engaging. The result was a 58% increase in demand, a 37% rise in conversion rates, and significant boosts in loyalty and engagement.