Fashion Translator
The Brief
Developed during a workshop in collaboration with Slam Jam, the project brought together students from Domus Academy’s Interior & Living Design and Fashion Styling & Visual Merchandising programmes to envision a future-proof retail concept for the brand.
The challenge was to rethink two key locations in response to Slam Jam’s evolution from a fashion-driven streetwear retailer into a community-based lifestyle platform, exploring how physical retail could remain culturally relevant in an increasingly digital and AI-driven landscape.
The Brief
Developed during a workshop in collaboration with Slam Jam, the project brought together students from Domus Academy’s Interior & Living Design and Fashion Styling & Visual Merchandising programmes to envision a future-proof retail concept for the brand.
The challenge was to rethink two key locations in response to Slam Jam’s evolution from a fashion-driven streetwear retailer into a community-based lifestyle platform, exploring how physical retail could remain culturally relevant in an increasingly digital and AI-driven landscape.
Project Leader | Mentor
Peter Hamer
Project Authors
Carla Sanchez
Elisabetta Piovera
Hanuel Park
Snigdha Grover
Le Ping Lu
Xiomara Aguiar
Fashion Translator reimagines Slam Jam as a space that connects people with fashion, culture, and one another through shared experiences, discovery, and participation.
Rather than functioning solely as a store, the concept transforms retail into a cultural platform where fashion, knowledge, music, technology, and community intersect. Physical, digital, and social layers work together to create an immersive environment that balances technological intelligence with authentic human interaction.
From AI to Physical Experience
The space is designed around participation and discovery. Co-creation and customisation areas invite visitors to actively engage with products, while lift-and-learn displays and a digital exhibition wall reveal the stories, references, and subcultures behind them. Digital tools extend this experience rather than replace it. An AI-powered stylist supports personalised fashion discovery, while interactive flooring and integration with the Slam Jam app connect visitors through shared interests and preferences. At the same time, selected phone-free experiences deliberately remove the digital layer, encouraging people to be present, interact with the physical environment, and build more spontaneous and meaningful connections.
Building a Future-Facing Community
By translating fashion and subculture into spatial, digital, and participatory experiences, Fashion Translator turns customers from passive consumers into active contributors. Co-creation, learning, personalisation, and shared moments foster a stronger sense of belonging while building long-term relationships between the brand and its community.
Designed as an adaptable system rather than a single retail solution, the concept could evolve across future stores, pop-ups, events, and collaborations. In doing so, Fashion Translator positions Slam Jam as a future-facing cultural platform – one that uses AI and digital innovation to enhance human connection rather than replace it.
