Second Coming - Immersive Environments and Ethical Commerce: Redefining Luxury Through Craftsmanship

Abstract

This thesis explores the potential of immersive 3D virtual environments to transform consumer behaviour in the fashion industry by emphasising craftsmanship, sustainability, and ethical production. It critiques the prevailing fast fashion model and the declining quality associated with luxury conglomerates, proposing an alternative that bridges artisanry and digital innovation. Using Unreal Engine, the project develops an interactive experience where users engage with bespoke jewellery collections in meticulously crafted virtual spaces. The environments, inspired by cultural narratives and designer collaborations, aim to evoke curiosity and foster emotional connections between consumers and creators.

Through iterative design, user testing, and consultations with industry professionals and independent designers, the research highlights the advantages and challenges of gamified retail experiences. Key findings emphasise the value of storytelling, transparency, and interactive design in reshaping perceptions of luxury and ethical consumption. While the project demonstrates the viability of digital spaces in promoting sustainable practices and supporting independent talent, it also identifies areas for improvement, such as navigation aids, technical optimisation, and multi-sensory engagement.

This work underscores the transformative potential of technology in democratising access to high-quality, artisanal fashion and advocates for a consumer culture rooted in meaningful, intentional interactions over mass consumption.