Challenge
Sands Macao Fashion Week needed a digital experience to match the energy of its physical runway. WeCreate designed and developed a new mobile app that connects attendees with schedules, runway shows, collections and event information in one place. The project covered UX research, user journeys, information architecture, wireframing, responsive mobile UI design and app development.
The UX design was built around the realities of attending a busy fashion event. Real-time updates, runway information, intuitive event navigation and collection discovery make it easier for users to know what is happening and where to go next. The UI design brings a polished, fashion-led visual experience to the app, balancing premium aesthetics with straightforward usability.
The app also creates a new digital touchpoint for participating brands, extending the experience beyond the runway through e-commerce functionality and collection discovery. This gives brands additional opportunities to connect with audiences and drive sales while giving Sands Macao Fashion Week a scalable digital platform for future editions. The result is a seamless mobile experience that brings the runway, the audience and the brands closer together.
Since 2017 the annual Sands Macao Fashion Week showcases many leading luxury and lifestyle brands at Sands Shoppes Macao. Fashion parades and other special events are organized for both the industry and public to enjoy. The event also presents a series of ready-to-wear group runway shows highlighting current collections and various retail initiatives that can be bought by guests immediately after the show. For SMFW 2018 we excecuded the event’s app’s UX/UI design and app development. The app’s main goal was tocommunicate all relevant event information such as locations, times, participating brands and models, to invite people to watch the show live on their smart devices and to encourage people to the stores to buy the latest runway pieces. The UI was designed in line with all other marketing collateral developed for the event using gold accents and an overall luxurious look and feel. The UX design for the SMFW app was kept functional, simple and clean to navigate easily and find quickly. The app has become the principal source of information for anyone at or interested in the event.
