I&CO concepted and created StyleHint, a new kind of shopping experience designed to inspire, not just sell. Unlike traditional e-commerce, which revolves around search and purchase, StyleHint was created as a “place of discovery” where users could explore styles, get inspired, and find new outfit ideas across multiple Fast Retailing brands like UNIQLO, GU, Theory, and Helmut Lang.

I&CO designed the app to be as intuitive and visual as platforms like Instagram or Pinterest. We devised a feature that allowed users to hold their clothing up to the camera, which triggered style and purchase suggestions complementing their existing wardrobe, making it easy for users to transition from inspiration to checkout.

Additionally, I&CO brought this digital experience to life with StyleHint Harajuku, a next-generation retail space in Tokyo. From 240 digital displays to space curated with user and influencer posts, the hybrid store setup blurred the line between digital exploration and real-world retail, setting a new standard for how discovery can live across channels.