Open Access Te Herenga Waka-Victoria University of Wellington
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Virtual Retail

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posted on 2021-12-07, 22:37 authored by Mistry, Pranil Kaushik

Retail design has always been much more than selling products; it is a way for the brands to express them self. It is what they stand for through their brand essences. Turning their manifestation into physical forms to create space this physical space that interns offers the consumer an experiences. The interior architecture, bridges the gap between brand and consumers, as it evokes the essence of the brand while envisaging in an architectural form and tells one a story.  However, since the birth of the e-consumer market, this gap that’s has differentiated the two apart has gotten widen, as 2D webpage can only offer so much. The interaction provided is minimal thus removing some of the experiential and service elements that traditionally a physical store would offer. This consequence lowers the brand engagement due to the limiting physical interaction of a webpage. Virtual Reality (VR) has become largely popular within many different sectors such as education, entertainment and military.  This thesis proposes to explore how virtual reality can be used as an extending to the e-consumer market and articulate a hybrid integration for a shopping environment. The thesis will use precedents of brand identity, brand identity “is the manifestation of a brand that can be seen, heard and immediately experienced” this is the embodied of the brand in the physical form. Brand identity will be used to design the virtual environment.


Copyright Date


Date of Award



Te Herenga Waka—Victoria University of Wellington

Rights License

Author Retains Copyright

Degree Discipline

Interior Architecture

Degree Grantor

Te Herenga Waka—Victoria University of Wellington

Degree Level


Degree Name

Master of Interior Architecture

ANZSRC Type Of Activity code


Victoria University of Wellington Item Type

Awarded Research Masters Thesis



Victoria University of Wellington School

School of Architecture


Potangaroa, Regan