Hypothetical Case Study
The Angel Wings
A feather-textured Facade for Victoria's Secret that turns an entrance into an unmissable brand landmark.
— THE OPPORTUNITY
An entrance designed to spark curiosity.
Utrecht Centraal is a modern, high-traffic environment where every brand competes for attention. The goal was to create an unmistakable brand landmark that captures attention from every angle and invites people to step inside.
— DESIGN INTENT
Where beauty meets movement.
Our idea was to translate Victoria's Secret's iconic Angel identity into a physical installation. The iridescent feather pattern, soft lighting and dynamic textures reflect the individuality and confidence the brand stands for, creating a welcoming and memorable entrance.
Feminine, bold and playful
A sense of movement and lightness
An entrance that feels iconic and inviting
— THE SIGNATURE FEATURE
A Facade that brings the wings to life.
An iridescent, back lit facade of feather-patterned panels glows in pink and violet, visible from fifty metres away. The facade is the feature. The wings inside it are the centrepiece.
Feather-textured panels
Colour-shifting, iridescent finish
Striking visibility from a distance
— THE SYSTEM
Every detail tells part of the story.
The installation works as a cohesive system -from the feather panels and colour-shifting lighting to the sculptural wings and store framing. Each element is designed to work together, guiding people through a series of moments from discovery to connection.
"In a place where everyone is constantly rushing somewhere, I wanted to create a moment that makes people pause, smile, and feel beautiful. Beyond expressing the identity of Victoria’s Secret, I wanted this feature to carry a simple message to everyone passing by: We are beautiful."
Vicky Ong
Founder, By Vicky Ong
— INTENDED IMPACT
A retail experience that stays with you.
The installation does more than attract attention -it creates an atmosphere. It turns a transit moment into an emotional brand experience, strengthening brand presence and leaving a lasting impression.
Turn your vision into an experience.
Let's create a space that makes people stop, step in, and remember your brand.