amikaverse: Roblox Salon Tycoon

Amikaverse is a branded digital world on Roblox where users can experience a virtual salon, customize looks, play mini-games, and engage in social storytelling. The goal was to create a stylized, immersive experience that aligned with Amika’s brand identity while empowering users with expressive tools and narratives.

I led the creative and concept direction, defining the visual identity, experience systems, and interaction loops that supported both play and brand storytelling. This world bridges the gap between beauty brand presence and digital community.

Napster Spaces reimagines how creators and brands build a presence in the age of artificial intelligence. Like Wix for AI agents, the platform allows anyone to instantly launch an “AI space” a conversational, interactive version of their brand generated automatically by analyzing website metadata, visuals, and tone.

As Creative Director, I led the design vision, UX architecture, and creative storytelling for the product experience, transforming complex AI setup into a simple, emotionally engaging journey.

The result is an interface that makes publishing AI-powered agents feel human, expressive, and alive.

Platform

Roblox

Company

Amika

Duration

1 Month

Year

2024

Objectives

Translate Brand to 3D: Bring Amika’s bold, inclusive identity into an expressive Roblox world.
Empower Creativity: Let users personalize looks and share their style through play.
Foster Community: Design social loops and mini-games that encourage repeat visits.
Blend Story & Platform: Integrate Amika’s storytelling into native Roblox behaviors.
Prove Scalable Utility: Show how beauty brands can build lasting, interactive ecosystems.
Measure Engagement: Track playtime, interactions, and customization as creative success metrics.

Experience & Features

Virtual Salon Hub
A central space where users can enter, browse styles, and see others’ avatars. Architectural styling echoes brand color, texture, and motion cues.

Customization Suite
Users can design hairstyles, makeup looks, and accessories using curated asset sets. Choices are shareable and collectible.
Mini-Games & Challenges
Interactive experiences like “Style Race,” “Hair Quiz,” or brand-inspired challenges invited repeat engagement and community play.
Narrative & Story Moments
Branded storytelling moments — e.g. unlock animations, looks, seasonal events — build emotional connection and timed interaction.
Social & Community Loops
Users interact socially through mini-events, avatar swaps, style sharing, and challenge voting.

References & Inspiration

Our creative influences included Restaurant Tycoon 2 and Hello Kitty Cafe for layout, service flow, and thematic worldbuilding, and newer fashion-play hybrids like Dress to Impress for peer-driven style mechanics. We also studied world building from property tycoons like Mega Mansion Tycoon and shop systems like Retail Tycoon 2 to inform how we might layer commerce, social, and progression loops in AmikaVerse.

Restraunt Tycoon 2
Hello City Cafe
Mega Mansion Tycoon
Theme Park Tycoon 2

Moodboard

A visual study of Amika’s playful identity translated into a 3D world. The palette draws from the brand’s bold retro-inspired colors and tactile product packaging, balanced with disco and salon motifs. The goal was to merge real-world brand warmth with digital self-expression creating a Roblox environment that feels joyful, inclusive, and unmistakably Amika.

Storyboard

High level storyboard for the salon tycoon (expansion of base game)

Choose Your Salon Aesthetic – Players select their salon facade (e.g. city-chic, pastel dream, or Y2K glam).
Place Your First Chair – Set up your initial salon chair and prepare your space for clients.
Meet Your First Customer – NPCs arrive with unique requests, sparking gameplay and tutorial moments.
Style & Educate – Players perform wash, blowout, and color routines while learning real product facts.
Grow Your Business – Earn currency to unlock new workers, products, and salon upgrades.
Level Up – Access VIP content, new styles, and host events as your salon gains reputation.

Conclusion

AmikaVerse transformed Amika’s inclusive brand ethos into an interactive, joy-filled world that merged play with purpose. By blending salon-style customization, social connection, and collectible rewards, the experience offered a new entry point for Gen Z and Alpha audiences to engage with beauty on their own terms. The project not only strengthened brand visibility in the metaverse but also set a foundation for future branded worlds centered around community, creativity, and self-expression.

78M+

unique impressions within the first year of launch

10%

increase in in-game likes within four months of launch

4.2

Satisfaction rating