Anupa Joshy
The Virtual Magic Shop
Brand Identity Design
Graphic Design
Three Dimensional Design
Packaging Design
The Virtual Magic Shop draws inspiration from the group psychotherapy technique known as 'The Magic Shop,' wherein a shopkeeper interacts with customers who seek to acquire or exchange human characteristics or psychological qualities like Empathy, Ignorance, and Patience. In light of the ongoing challenges posed by the COVID-19 pandemic and its impact on people's lifestyles, The Virtual Magic Shop aims to provide a nurturing environment for personal growth within a playful virtual setting. Through this platform, individuals can engage in beneficial transactions to enhance their mental well-being and address the changes brought about by the pandemic. Utilizing 3D space and Augmented Reality, customers can explore the virtual portal and participate in transactions that are visualized as self-care products tailored to their needs. The Packaging Design for the project won first place in HP Indigo's Digital Print Creative Challenge 2020.
Objective
Strategy
Create a space that offers understanding and comfort to those whose mental health and lifestyle were adversely affected by COVID-19. Engage in conversations about their mental health challenges and the changes they have faced, working together to find solutions that can make a positive impact. At the same time, explore and develop skills in 3D modelling using Adobe Dimension and augmented reality with Adobe Aero, applying these tools to enhance the support and connection offered in this space.
COVID-19 was a challenging time for everyone, and personally, it highlighted the importance of examining our mental health and understanding the difficulties we were facing. A key aspect of this project was introducing a concept that delves into our values and psyche, helping individuals recognize what they can incorporate into their lives to improve well-being. The Magic Shop technique encourages people to openly discuss their feelings and reflect on themselves. The ability to "purchase" a self-care product representing a desired quality makes the process feel tangible, bringing the concept to life. Branding the experience added a sense of realism and cohesion to the overall journey.
Concept
The Magic Shop is a psycho-drama technique aimed at self-evaluation, personal growth and self-actualization (Verhofstadt-Deneve, 2000). The Magic factor is that any customer can buy any intangible human characteristic they wish to have by giving something they currently possess. The discussion to understand what they truly desire and bargain fairly is at the heart of this technique. The Magic Shop Technique has many variations. The main framework is somewhat similar.
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The qualities available to buy or give up are recyclable. Meaning, a quality that someone gave up can be a quality that another customer can buy. The technique helps to understand that “good” and “bad” qualities have their advantages according to their amount. Too much of a “good quality” can sometimes be bad, and having a little bit of a “bad quality” can be good. Bringing this concept into our current scenario and the universally accessible virtual world, The Virtual Magic Shop conducts each group session online using a specific procedure.
Procedure
STEP ONE - INVITATION
An introduction letter and Walkthrough card are emailed to each willing participant. It explains the procedure and concept of the Virtual Magic Shop. The date and time for the video call session are specified here.
Explorations on Adobe Aero
STEP TWO - ENTRANCE AND DREAMSCAPE WAITING AREA
Approximately 20 minutes before the group video call, participants are provided with a link to access the Augmented Reality setup in the comfort of their own environment. This setup consists of a virtual entrance to the shop that opens to a zen garden-inspired environment. The garden will include visually pleasing shapes and three pools of water and plants.
The Zen Garden is well known for helping monks meditate and clear their minds. Applying this here will help participants attain peace of mind and clarity before making a life-changing transaction. Participants are encouraged to explore this 3D setup in Augmented Reality as they focus on what they desire to buy from The Virtual Magic Shop.
Selfcare
Product Choices
Face Cream
Pills
Shampoo
Conditioner
Handmade Soap
Toner
Face-mask
Lip balm
Serum
Bubble Bath/Bomb/Salt
Essential Oil
Deodorant
Wine
Sanitiser
Jewellery
Chocolate/Gummies
Chewing Gum
Hand Cream
Massage Oil
Dumbbells
Loose Tea Leaves
Sleep Mask
Journal Set
Blanket
Diffuser
Scented Candles
Dissolvable tablets
Heat Pillow
Eye Mask
Perfume
Book Subsciption
STEP THREE - GROUP VIDEO CALL SESSION
Ideally, a group video call session will have seven participants, including the shopkeeper. Each customer will talk with the shopkeeper one after the other, observing the remaining customers. Other customers are allowed to provide their own experiences and advice if the situation of the ongoing customer talk is relatable to them. ​Each customer may take up to thirty to forty-five minutes, so it’s strongly advised to clear their schedule on the day of the session. ​The shopkeeper has a specified list of questions they ask the customer to truly understand what they desire and what they can give up. The conversation must be welcoming and organic to help the customer make choices.
STEP FOUR - PRODUCT SPECIFICATION
After finalizing the bargain, the shopkeeper asks the customer to choose one self-care product from a given list. According to the chosen product, they can choose their desired ingredient/colour that is “infused” with the purchased quality they can “use” for a lifetime.
Product
Visualisations
A total of two sessions were conducted with family and friends, of which four transactions were visualized as “products” they can use for a lifetime. The products are created on Adobe Dimension. The customers picked the self-care products.
Natural Lipbalm
Purchase: 40g Efficiency
Price: 40g Helpfulness
Self-care product: Natural Lipbalm
Core Ingredient: Grapefruit
Handmade Soap
Purchase: 40g Courage
Price: 30g Honesty
Self-care product: Handmade Soap
Core Ingredient: Charcoal
Scented Candle
Purchase: 30g Authority
Price: 50g Sensitivity
Selfcare product: Scented Candle
Core Ingredient: Vanilla bean
Essential Oil
Purchase: 10g Ignorance
Price: 30g Compassion
Self-care product: Essential Oil
Core Ingredient: Cranberry seed
Packaging
Design
The Design showcased here continues to feature the unique elements and colours used across the project. Each package is personally customized for the customer and includes the following:
1) Chosen self-care product
2) Personalized letter with an instruction card
3) Brand stickers
4) Brand business cards
5) Circular box to carry the smaller items
6) Shopping bag
1st place Winner for HP Indigo's Digital Print Creative Challange 2020
