A House That We Shaped

Communication Arts: Responses by Marco Trevisani, creative lead, Merci-Michel. Background: We partnered with high fashion brand Miu Miu to create an interactive experience launching its Arcadie & Wander bag collection.  The broader campaign was set inside a classic Haussmannian apartment in Paris, but the goal was to avoid anything overly stiff or bourgeois. It needed an effortless, lived-in feel. We translated that mood online with an open, story-led space that visitors can explore at their own pace.

Miu Miu rarely hits you over the head with hard selling, so we focused on creating an atmosphere that builds curiosity instead of pushing a standard product display. Design core: We wanted to pull people into the atmosphere right away. The site opens with a slow camera pan toward the front entrance while a voiceover sets the mood. Once inside, you pick up a notebook with blank slots and start exploring room by room. Every space has small interactive moments that blend voice clips with campaign shots to reveal glimpses of life inside the house.

As you discover items, the notebook slowly fills up with short phrases that ultimately form a complete aesthetic manifesto. Challenges: Finding the right balance was tricky. Miu Miu has rooted its brand in storytelling, so we had to land in that middle ground between subtle brand narrative and clear product feature. On top of that, we had to reconstruct the rooms using photo bashing and campaign stills, generating missing visual assets on the fly whenever we didn’t have enough source material to complete a room or a piece of decor while keeping the same campaign art direction.

Each object needed to feel like an extension of the world built for the campaign. Time constraints: Because the timeline from concept to launch was tight, we had to find smart technical shortcuts to keep the space looking realistic without sacrificing motion quality. We spent a lot of time polishing the camera moves and room transitions.

That focus on movement made the house feel significantly larger and more immersive than it actually was, keeping the experience high-end without blowing out the schedule. Navigation structure: The navigation revolves around three distinct layers—the notebook representing the protagonist’s inner thoughts, the rooms acting as private spaces to discover and the exterior serving as a public view where you peer back into the windows from outside. Moving between inside and outside is one of the best parts of the exploration. When you transition outdoors, the audio shifts and the camera jumps to an unexpected perspective.

That choice allowed us to break away from traditional architectural layouts, making the house feel much larger and saving us from overly rigid room logic during development. All of these elements help make navigation an integral part of the overall narrative, with the goal of creating a cohesive experience that keeps visitors captivated by the story from start to finish. Browse Projects

The collaboration showcases a significant shift towards immersive brand experiences, which is highly relevant and impactful for brand strategy professionals, while also introducing a novel approach to consumer engagement.