Maison Margiela
From fragrance to experience, an immersive 3D garden designed to reveal not just what goes into a scent, but the stories, ingredients and craft behind it
Year
2024Technology
WebGL - Vue.jsRole
Concept Development, Art Direction, 3D Design, Motion Graphics, UX Design, Interactive DesignAwards
Not yet
CHALLENGE
How do you make a fragrance explorable?
Fragrance is intimate, sensory and deeply personal. Translating that into a digital experience means working without the one sense that defines it most: smell.
The challenge was to create a new kind of connection with Maison Margiela’s audience, bringing the ingredients, stories and creative processes behind its fragrances to life through interaction and visual.
The brief was to make the invisible feel tangible.
Enter the garden first.
Then discover what lies within.
The strategy was built around immersion. Rather than presenting the fragrances as products, we invited users into the world they come from.
We created the Margiela Garden, a 3D environment where plants, ingredients and stories become part of the landscape. Users could wander freely, discover the origins of each fragrance and gradually dive deeper into the creative process.
Every interaction reveals another layer of the Maison Margiela universe.
Make scent something you can explore
The process was about translating an olfactory world into a visual and interactive one.
We built the garden as a space for discovery, combining 3D environments, storytelling, interviews and playful interactions. Exclusive conversations with Maison Margiela’s perfumers reveal the thinking and craft behind each creation, bringing a human voice into the experience.
Interactive mini-games invite users to experiment with ingredients such as mandarin and patchouli leaves, turning fragrance composition into something playful and intuitive.
A garden to explore.
A story to collect.
The result is an immersive journey where exploration becomes part of the storytelling.
As users move through the garden, they uncover ingredients, encounter stories and collect digital Polaroids that capture moments from their journey. These virtual keepsakes introduce a nostalgic layer inspired by memory, encouraging users to keep exploring.
Storytelling, interaction and visual elegance come together to transform fragrance discovery into something personal, engaging and memorable.
ONE EXPERIENCE, EVERY SCREEN
The Margiela Garden was designed to retain its character wherever it was experienced.
On desktop, users can immerse themselves in the full 3D environment. On mobile, the experience adapts while preserving the same sense of exploration, interaction and visual detail.
The same garden, the same stories, the same poetic universe, wherever the journey begins.
Concept, direction, craft.
We translated Maison Margiela’s olfactory universe into an interactive world, building the concept around one idea: making fragrance discoverable through the ingredients, stories and people behind it
Creative & art direction
A poetic and artistic 3D visual language that reflects Maison Margiela’s universe, balancing elegance, intimacy and playfulness throughout the experience
3D direction & production
A fully immersive 3D garden where plants and fragrance ingredients come to life, creating a rich environment designed for real-time web exploration
Interactive & UX design
A linear journey immersive combining exploration, perfumer interviews, interactive mini-games and collectible digital Polaroids, giving users different ways to connect with the fragrance
Technical direction
A WebGL experience built with Vue.js and optimized across desktop and mobile, preserving the visual richness and interactivity of the Margiela Garden across devices
Our Partner
Development was executed in partnership with Bright