Step Into the Lens

Step Into the Lens — Leica shop-in-shop hero render

Brand

Leica

Format

Spatial - Shop in shop concept

Timeframe

One-week sprint

Year

2025

Step Into the Lens is a one-week concept sprint where I designed a 15 m² shop in shop for a larger retail environment and chose Leica as the brand. The brief focused on translating brand identity into a spatial experience with a clear plan layout, product display, a small service point, and simple wayfinding. My concept uses a circular form language to create an intuitive flow and the feeling of stepping inside a camera lens. Visualizations were created using KeyShot, with Gemini AI supporting parts of the visualization workflow.

Moodboard reference
Moodboard reference
Moodboard reference
Moodboard reference
Moodboard reference
Moodboard reference
Moodboard reference
Moodboard reference
This moodboard set the direction for shop by pairing circular lens like forms with emissive lighting and translucent materials. I explored how glow and layered textures could create depth while curved layouts naturally guide navigation.
Initial Concepts
Initial concept sketch — circular plan study
Early studies explored how the circular plan could hold product display, a compact service point, and intuitive wayfinding within one continuous ring, testing proportions and sightlines before arriving at the final form.
Initial concept visualization
Initial concept visualization, alternate study

Step Into the Lens is a 15 m² Leica shop in shop designed to feel like you are literally stepping into a camera lens. I used a circular form to create an intuitive guided flow like moving through focus rings while keeping Leica's clean minimal design language. The result is a simple immersive space that turns exploring cameras into a physical inside the lens experience.

Step Into the Lens — final lens-form visualization