Entre El Metal Y La Memoria is my graduation project for the Amsterdam Fashion Institute, developed for the spanish jewelry brand Joaquín Berao. Joaquín Berao no longer has physical stores in Spain, many long-standing customers, especially older women (their principal target group) have been unintentionally excluded from the brand. This proposal offers a solution: reconnecting them through a thoughtful, accessible, and culturally rooted digital experience. It is an innovation proposal that reimagines how older women, specifically those aged 70 to 85, can access and connect with luxury jewelry through digital means.

My research question was:
"How can the online shopping experience for Joaquín Berao be transformed to better suit the preferences and behaviors of women aged 70–85?"

This idea was born from a personal place: my own grandmother. I noticed that, although she represents the kind of woman who can afford and appreciate luxury, she felt left out of digital innovation, uncomfortable with online shopping and unsure of how to navigate it. I discovered that this is not unique to her, but part of a broader issue of ageism in digital design.

The concept has two key components:

A senior-friendly e-commerce platform:
The website is designed with older users in mind, featuring clear navigation, reduced clicks, and no excessive scrolling. Everything is visible and easy to access, helping users feel secure, not overwhelmed. The goal was to replicate the clarity and support of an in-store shopping experience, while honouring the aesthetics and elegance of Joaquín Berao’s identity. Using 3D visualisers of the jewelry pieces to allow full visualisation of what is being purchased, enhancing a trust-worthy experience and a clear idea of what will be bought.

Visualisers designed in Blendr and Sketchfab.
E-commerce designed on Figma.

An immersive VR museum-workshop experience through Museo Reina Sofía:
Because most women in this demographic are not active on social media, I sought a more familiar and culturally meaningful way to reach them and invite them to this digital platform that is being tailored to meet their needs. The virtual showroom is introduced as part of a physical workshop hosted in collaboration with Museo Reina Sofía in Madrid, a space many older women already trust and visit. In this workshop, participants are invited to explore the VR showroom, which is designed like a jewelry exhibition: minimal, artistic, and emotionally rich. The experience celebrates the brand’s craftsmanship and makes digital innovation feel exciting rather than intimidating. For those unable to use VR due to physical limitations, a 2D interactive version is also available.

VR space designed on Spatial.
VR glasses: Meta Oculus Quest 2

This project merges tradition with innovation, showing that digital experiences can still be elegant, tactile, and emotionally resonant. Luxury, memory, and technology are not opposites, they can be integrated thoughtfully to serve a wider, often overlooked audience.


3D pieces:
https://sketchfab.com/espamator/models#upload

VR space (it is 2D as with the glasses becomes immersive):
https://www.spatial.io/s/maria-nogueroless-Next-Place-681a49c792a8313bc55d85a4?share=8291634812060425618