Balenciaga VisionOS App
product design | 2025
Designed the first luxury spatial computing app for visionOS, opening unprecedented access to Balenciaga’s runway shows through VR180 video.
Operating in a new design space with nascent Apple guidelines, I established a bespoke spatial design language, balancing the brand’s brutalist aesthetic with the strict technical demands of eye-tracking and immersive performance.
Role: Lead Product Designer
CHALLENGE
With the Apple Vision Pro facing slow consumer adoption, the strategic value of the app quickly pivoted from mass-market novelty to an exclusive, high-touch touchpoint for VICs (Very Important Clients).
Instead of a standalone consumer tool, the app became a premium concierge experience used in flagship boutiques and private events. This shifted the UX focus toward immediate onboarding and frictionless navigation, ensuring that VIPs (who might be wearing a headset for the first time) could instantly access the 180-degree runway experience without a steep learning curve.
execution
Designing for visionOS at launch meant operating without established interaction paradigms. Apple’s Human Interface Guidelines (HIG) were being written concurrently with our development cycle.
This involved deep research into ergonomic comfort zones, Z-axis hierarchy, and gaze-based interaction models. Ultimately, our spatial navigation flow and interaction models were reviewed and validated by Apple’s Design Evangelists, establishing a benchmark for luxury applications on the platform.
SUCCESSES
Industry First: we delivered the luxury industry’s first fully immersive runway experience on visionOS, unlocking a completely novel viewing perspective for fashion presentations.
Scalability: the foundational work we built allowed Balenciaga to seamlessly scale the app for subsequent latest collections.
Strategic CRM Asset: positioned the app beyond a tech novelty by granting high-LTV clients exclusive virtual front-row access. This intimate, high-fidelity touchpoint drove measurable brand loyalty and deepened emotional lock-in.
