This project is proposed as an architectural reflection towards the Retail-tainment trend on Oxford Street. An iconic collection of showcase venues, in various sizes and shapes, is targeting middle-class shoppers (the primary consumers of fast fashion on Oxford Street). The venue will be arranged in rhythm, which holds strong aesthetic appeal when people perceive a display. By introducing rhythm through transition, the eye is led through a continuous, uninterrupted flow from one area to another, providing not only a visually appealing experience but also an easy-to-navigate layout.

Starting from the pavement, the journey showcases various exhibitions for a particular brand, including brand campaigns, product demonstrations, interactive activities, and virtual dressing rooms. Visitors are encouraged to explore the individual venue platform, discover the multi-activities inside, and make choices of the products if needed. The rhythm flow helps visitors to distinguish the region and navigation, creating visual appeal, resulting in an immersive and memorable shopping experience. In the end, they are directed to one end to collect their products at the end of the journey.

During the journey, visitors can glimpse the historical and listed retails around this area. The stark comparison of the traditional retails in the background and the new creative, entertained expansion being showcased at the front hints at the development and transformation of fast fashion industry and Oxford Street.

Interacting with the venue allows for the collection of preference data from visitors. This data can assist fast fashion designers in identifying upcoming trends in advance and quickening their response to the market. Additionally, customers can participate in virtual interactions and provide feedback for the brand at lower costs before the clothing is produced.