Phas – Phygital Architecture Studio

PHAS – Phygital Architecture Studio is a pioneering design firm specialising in phygital architecture. Specializing in the integration of physical structures with their digital and multisensory counterparts, PHAS collaborates with brands, museums, schools, and more to create immersive real-world experiences, cutting-edge VR/AR simulations, and groundbreaking ventures within the Metaverse.

In line with the ethos of the Studio, my role as an Interaction Designer involved versatile contributions across a spectrum of projects, assuming various roles each time. This dynamic environment provided fertile ground for honing my skills across diverse tools and technologies. Below is a curated selection of the primary projects I contributed to:

Sandbox – The Ziggurat

“The Ziggurat” represents a solo endeavor where I conceptualized and brought to life a Metaverse experience, aligning with PHAS’s vision of a virtual base. Drawing inspiration from diverse media such as retro video games, fashion shows, movies, and music festivals, The Ziggurat is a multi-level virtual space housed within Sandbox.

The rooftop serves as a social hub featuring an AI DJ, a dance floor, and swimming pools, fostering interaction through chat, minigames, and casual hangouts.

Beneath lies the PHAS Gallery, a versatile environment adaptable for virtual fashion shows, art exhibitions, movie screenings, and artistic performances.

Descending further reveals the dungeon, offering a gaming experience reminiscent of classic platformers and RPGs. Completing quests within the dungeon rewards users with virtual items usable both within the Sandbox world and in real life.

As the sole creator, I meticulously curated every aspect of the experience, from design and programming to gameplay mechanics and music/sound production.

Here’s a glimpse of my prototype in action:

Experiential Rooms

At PHAS, the primary focus was on creating immersive experiential rooms, whether in virtual spaces, physical environments, or a combination of both, to serve various needs including branding exposure, education, gaming, and more. During my time with PHAS, I was involved in conceptualizing, storytelling, and addressing the UX aspects of the AR and VR counterparts of these rooms.

The rooms were inspired by a diverse array of sources including artistic movements, movies, TV series, internet aesthetics, and indie video games. Each concept drew from this eclectic mix, resulting in unique and captivating experiences.

While I didn’t directly participate in the 3D design or coding process, I took initiative in fine-tuning accessibility aspects within Unity files. Here is a compilation of the concepts my team and I developed during my tenure:

Website Concept

Given the experimental nature of PHAS, the website needed to embody this ethos. When tasked with devising an original concept, I conceived a unique approach wherein the website transcended traditional boundaries. Each experiential room was represented by dynamic spheres emerging from the confines of the website screen frame.

This distinctive design choice not only showcased the diversity of our offerings but also engaged visitors in an immersive and visually striking experience. Additionally, I implemented a deliberate resizing of the website screen frame compared to the rest of the browser windows, further emphasizing the interactive and unconventional nature of PHAS.

In reflecting on my journey with PHAS, I find profound pride in the strides we’ve taken to redefine the landscape of immersive design. From conceptualizing groundbreaking Metaverse experiences like “The Ziggurat” to shaping the UX of our diverse range of experiential rooms, each project has been a testament to our commitment to innovation and creativity.

Throughout my time at PHAS, I’ve had the privilege of contributing to projects that push the boundaries of phygital architecture, drawing inspiration from a myriad of sources to create captivating and memorable experiences. Whether it was pioneering design concepts for our experimental website or fine-tuning accessibility aspects within Unity files, every endeavor has been fueled by a shared passion for pushing the boundaries of what’s possible.