SPRING REFRESH

Spring Refresh
Installation/Campaign

ABOUT THE PROJECT

Spring Refresh is a multi-sensorial experience campaign promoting the Country Road range of scents. Developed as a collaborative, industry-linked project with Country Road, the brief involved designing a spring-themed window display and accompanying digital and in-store experiences for the Albert Park Homewares store.

Feedback from a Country Road representative highlighted the success of the project:
“I love your ideas! They worked well both conceptually and commercially.”

I collaborated with the team across research, concept generation, iteration, and refinement, including in-store observation to identify user pain points. I also solely designed, printed, and constructed the scent swatches shown below.

Group members: Antonia D’Souza, Thomas Vasquez-Lee, Emily Okalyi, (Myself) Zoe Jacob

Spring Refresh

Country Road - Albert Park Store

User Experience Phases
Outside Experience: Window Display

A fluttering sheet (powered by a fan) draws attention from passersby, representing the physical embodiment of scent, like a warm spring breeze.

Window Display

The eye is guided across a table showcasing the Australian botanicals used in the room sprays. The sprays are presented on a slowly rotating lazy Susan, drawing attention to the full scent range. Beneath the display, a cotton tablecloth features an embroidered QR code with the call to action “Discover your scent.”

Digital Experience

Scanning the QR code takes users to a Scent Quiz that uses scenario and lifestyle-based questions to generate a personalised scent recommendation, reducing decision fatigue. The quiz displays available and recommended products, and prompts users to visit the Albert Park store to collect a complimentary scent sample.

In-Store Experience

A ceiling scent trail (fabric across ceiling) guides customers to the scent corner.

In-Store Experience

Products are arranged and grouped by fragrance family, with “Discover your scent” wall graphics linking back to the window display and quiz for a cohesive experience. Scent swatches are displayed in easy-to-access holders, and a QR code above the display provides an alternative entry point for anyone who missed it earlier.

At-Home Experience: Scent Swatches

Pre-scented swatches can be used as air fresheners in cars or closets, and also serve as user testing for Country Road by revealing customer scent preferences. The semi-transparent sleeve reflects the invisible nature of scent, protects the swatch, extends longevity, and provides product information about Australian botanicals.

Features include: