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Call It Spring: Sole City Journey

The design challenge was to create an interactive and immersive space within Stackt Toronto that delivers on the Vegan messaging and brings people into the world of Call It Spring and drives consideration of their products.


Experiential and Visual Designer, Journey


My Responsibilities

Call It Spring

- Design research
- Visual design

- Journey mapping and

- User Experience Design


SDI Marketing (agency): 

Jen Procee & Matt Howe,
Creative Directors

Yuriy Shevyryov, Lead Developer

Justin White, Production Manager

Nichole Jankowski, Copywriter

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The activation invited consumers to discover their Sole City through a retail journey of interactive and fashionable pop-up space at stackt market.

With a team of designers, producers, and a copywriter we created Call It Spring pop-up with a unique shopping experience. A self-guided journey through the space using a choose-your-own-adventure style led consumers to their Sole City, where they could try on styles that were inspired by that region. RFID tags and readers were installed in shoe boxes and benches, allowing guests to view a look-book screen showing the style they were trying on in photos along with CIS accessories to match their shoe! Consumers were then encouraged to take their shoes for a walk into an immersive 2D surreal vignette inspired by the city, where they could take photos for social sharing using a CIS hashtag. A truly elevated shopping experience!

Customer Journey

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The Journey

Guests were able to discover their Sole City based on a series of roadmap questions throughout the space, that ultimately lead them to their style destination, of three city vignettes: Tokyo, Ibiza, and Marfa. 

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RFID Bench Design

To inspire consumers in their Sole City, RFID Technology was implemented to allow visitors to choose a style and view a digital lookbook that showcased different ways to wear that specific shoe style, along with suggested accessories, colours etc. Before any style was chosen, a holding screen would play explaining the RFID experience. RFID chips were planted into the bottom of selected style boxes, and another one was planted on the underside of the try on the bench. When a visitor tried on a compatible style, the Staff member would set the box on the designated space on the bench, which would launch the screen into the lookbook. Once the box was removed from the RFID space, a screen then popped up that encouraged them to explore their Sole
City vignette.

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Look-book Interface

Nareh Ghookassian Digital & Graphic Desi

The Vignettes

Each location had an aesthetic developed based on its gained global recognition. Participants arrive at vignettes from cities that incorporate SKU’s from Call It Spring collections to match the city’s swagger.

Each vignette was a separate experience defining each city as an immersive cove.

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The Tokyo space focused on the nightlife in the high fashion district of Harajuku. With a street feel inclusive of storefront signage, a subliminal street style floor and placed pylon, bike and milk crates, consumers could take photos in the dreamlike world of Harajuku.

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The Marfa space brought out the small-town chic country vibe of the art-heavy small western city. With an oversize wagon wheel, horseshoe, and real sand floor, consumers could really kick the dust-up in Marfa.

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The Ibiza space took consumers to the seaside fashion & party hub of the Balearics. In high heels or fashion-forward loafers, visitors could relax in front of the ocean alongside some oversized beach balls and records.


  • The experience was engaging and created a lot of excitement while consumers discovered their Sole City.

  • It was easy for consumers to understand and provided an unexpected elevated shopping experience.

  • The sole cities were highly shareable, and most consumers that came by took photos in their sole city to share on social media.

  • They created a WOW for consumers when they discovered the hidden cities within the space.

  • Having such a vast shoe collection allowed all visitors to find a style that they could connect with

  • The use of technology-enhanced the consumer experience and gave an interesting way of inspiring them with different styles and accessories in a unique way than what they would experience in a traditional retail environment.


People want brand experiences to entertain them, and the journey was definitely entertaining and improved sharability, especially on social media. However, some users would not finish the journey and leave the path to browse the space and vignettes. A shorter, more simplistic journey would hold people's attention easier. Adding more elements and/or interactive screen questions, products along the way.


The process that we followed was great but still far from being perfect:
There was a lot of time spent on problem framing and design development, which is great as you want the idea to be innovative, engaging and memorable — but the issue was that there wasn't enough time left for design and production to allow proper iteration and smooth execution. 

The process that we followed

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The ideal process

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