Daniel Margunato tells the story of the creation of the Concept Store, an entirely virtual luxury experience for fashion and apparel.

"The key challenge here was to give the products on offer a raw, unfinished look, while still making them attractive. We rapidly realized that we were in danger of the hero assets simply looking as if they were untextured; given that the whole raison d’être of the project was to showcase the quality and versatility of these assets, this would have defeated that purpose. So we decided to customize some of the products; some products within the store would serve more as inspiration for potential clients, while others would remain more neutral, and customizable."