When was the last time you dressed up in your designer brands and hung out with your friends? Before the lockdown?

For me, the clothing l bought in January is already off-season, but I didn’t get the chance to wear it. During the lockdown, I have been thinking about why people want to pay so much for these brands and how deeply they can affect people’s identity and behaviour.Even when everyone is staying at home, luxury brands still have a way to invade our life. You can see their marketing everywhere. Now they occupy our VR experiences!What is a brand, Anyway? is an AR experience which explores the relationship between branding components (colour, logo, slogan etc) and their target audience. What are the most important elements for customers to identify the brand? and, in consequence, how they will react when those components are deconstructed?