High-demand product launches often generate long queues, crowd management issues and unclear purchasing processes.
Off-White needed a way to preserve exclusivity while maintaining control over stock availability and the in-store experience.

The challenge was to design a purchase flow that could handle scarcity and time pressure without creating confusion or frustration, while ensuring fairness and a smooth handoff between digital and physical touchpoints.

The primary goal was to create a seamless experience that guided users from physical presence to digital purchase and back to physical pickup.
The solution needed to reinforce the perception of exclusivity, reward early arrival and manage limited inventory transparently.

Another key objective was to minimize in-store friction by moving payment and selection to a personal device, reducing operational complexity for staff.

Access to the application was intentionally restricted.
Users could only download and use the app by physically reaching the pop-up store and scanning a QR code, making physical presence a core part of the experience.

Inventory was strictly limited, meaning not all users in line would be able to complete a purchase. The design had to clearly communicate availability and outcomes without undermining the brand experience.

I worked on this project as a UX/UI Designer, collaborating closely with the brand team throughout the design process.
The role involved defining the end-to-end user flow, from onboarding to purchase confirmation and in-store pickup.

I also worked directly with Virgil Abloh during the design phase, contributing to decisions that aligned the digital experience with Off-White’s brand identity and creative vision.

The experience was designed as a short, focused flow optimized for speed and clarity.
Key interactions were simplified to reduce decision fatigue under time pressure, while visual language reinforced urgency and exclusivity.

Special attention was given to transitions between physical and digital moments, ensuring that each step felt intentional and clearly communicated.

The final solution was a mobile application accessible only via QR code inside the pop-up store.
Users could select size and color, complete the purchase directly in the app and receive a unique QR code upon confirmation.

This QR code was then presented in-store to collect the product, creating a closed and controlled loop between digital transaction and physical fulfillment.

The solution successfully supported high-demand launches while maintaining a strong sense of exclusivity and brand control.
By shifting critical steps to personal devices, the experience reduced in-store friction and improved flow management.

From a design standpoint, the project highlighted the importance of designing for scarcity, time pressure and emotional engagement in event-based commerce.