For Dickies Energy Store, the challenge wasn’t just attracting customers. It was translating the spirit of American workwear into something people could immediately experience.

An encounter that begins at the storefront, before the retail space itself.

Rather than treating the storefront as a static display, it becomes an interactive surface that responds to the presence of the passerby.

The brand is no longer something you look at, but something that reacts to you.

The experience was structured across layers:

Facade, where the storefront captures attention through movement

Interaction, where visitors explore the stories behind the brand

The interaction unfolds through progression.

The storefront responds to and follows the movement of passersby, turning the facade into a reactive surface that draws them in.

Inside, the experience shifts into exploration, where visitors engage with the stories behind each piece and its collaborations.

Attention becomes entry and leads to understanding.

The experience is carried through a sequence of interactions that move from attraction to exploration.

Attraction — The storefront responds to and follows the movement of passersby, turning the facade into a reactive surface that captures attention.

Transition — This moment of interaction draws visitors into the retail space, shifting from observation to participation.

Exploration — Inside, an interactive interface allows visitors to navigate the stories behind each piece, including collaborations with university students and the visual direction of the collection.

Each layer moves from reacting to presence to revealing the meaning behind the brand.

I worked across the interaction and spatial flow, shaping how the storefront initiates engagement and how the experience unfolds into a deeper exploration of the brand’s culture and collaborations.

The experience shifts from attracting attention to building understanding.

What begins at the storefront unfolds into a deeper connection with the brand’s culture.