Alibaba Wonder Avenue is an immersive retail showcase exploring the future of AI-driven commerce.
The experience integrates multiple interactive touchpoints, including AI-generated content, AR try-on, and personalized engagement flows.
Designed as a high-traffic public installation, it transforms passive viewing into active participation, enhancing both brand storytelling and user engagement.
阿里巴巴 Wonder Avenue 是一个探索 AI 驱动未来零售的沉浸式体验空间。
项目通过多种互动触点（如 AI 内容生成、AR 试妆及个性化体验路径），将品牌展示转化为用户参与式体验。
在高人流场景中，实现从“观看”到“参与”的转变，强化品牌叙事与用户互动。
The experience integrates multiple interactive touchpoints, including AI-generated content, AR try-on, and personalized engagement flows.
Designed as a high-traffic public installation, it transforms passive viewing into active participation, enhancing both brand storytelling and user engagement.
阿里巴巴 Wonder Avenue 是一个探索 AI 驱动未来零售的沉浸式体验空间。
项目通过多种互动触点（如 AI 内容生成、AR 试妆及个性化体验路径），将品牌展示转化为用户参与式体验。
在高人流场景中，实现从“观看”到“参与”的转变，强化品牌叙事与用户互动。
Role: Creative Direction, UX design
Collaborator: Verses Studio
Commissioned by Alibaba
Photo: Courtesy of Alibaba
Collaborator: Verses Studio
Commissioned by Alibaba
Photo: Courtesy of Alibaba
Step 1 — Identity Creation
AI Avatar & Entry to the Experience
Users begin their journey by creating a personalized AI-generated avatar through facial capture and preference input.A digital identity and “Future Shopping Pass” unlock the immersive retail experience ahead.
用户通过人脸采集与偏好输入生成个性化AI数字分身，并获得专属“未来购物通行证”，开启沉浸式零售体验之旅。
Step 2 — AI Personalization
Custom Products Driven by Data & Emotion
AI analyzes facial features and emotional preferences to generate personalized beauty, fragrance, and music experiences.Users actively co-create products through real-time interaction, turning customization into an engaging journey.
AI基于面部特征与情绪偏好生成个性化美妆、香氛与音乐体验，用户通过实时互动参与产品共创，将定制过程转化为沉浸式体验。
Step 3 — Parallel Worlds
Virtual Styling & Identity Exploration
Users explore multiple themed digital worlds to design virtual outfits for their avatar.Each environment reflects a unique cultural and aesthetic narrative, enabling self-expression through interaction.
用户在不同主题的虚拟世界中为数字分身设计服饰，每个空间承载独特的文化与视觉表达，通过互动实现个性化呈现。
Step 4 — Immersive Runway
From Digital Identity to Physical Expression
The journey culminates in a live runway experience, where users and their avatars step into a hybrid physical-digital stage.The moment is captured and shared, completing the transformation from passive viewer to active participant.
体验最终在沉浸式走秀中完成，用户与数字分身共同进入虚实融合的舞台空间，实现从“观看者”到“参与者”的转变，并生成可传播的影像内容。
