Wix Web.Lab 205
I was selected from over 800 applicants to join the 2025 Wix Web.Lab program, where creatives were invited to push the boundaries of what’s possible with the Wix Studio platform. The challenge was to build a fully custom website from scratch, using assigned themes to explore the platform’s design and development capabilities.
My assigned theme was grid, which I reinterpreted as a metaphor for societal control. The result is NXXA, a speculative and immersive shopping experience offering dystopian “solutions” that blur the line between self-improvement and self-exploitation.
Still in development, the project blends structure and disruption, order and emotion. It critiques hypercapitalism and digital consumerism through seductive, surreal product offerings. Users are invited to explore a hyper-designed retail space that simulates choice while subtly reinforcing pre-coded behaviors.
Sound plays a central role in shaping the emotional texture of the experience. It is crafted to soothe, disturb, disorient, and guide all at once.
The introductory sequence of NXXA was visually and tonally inspired by films like Beyond the Black Rainbow. Conceptually, the project is grounded in critical theory. Drawing from Paul B. Preciado’s Testo Junkie, it explores how capitalism has evolved from institutional control to biopolitical and pharmacopornographic regulation—where freedom is engineered through hormones, algorithms, and digital media. Jean Baudrillard’s theory of hyperreality informs the design language, where simulation overtakes reality and choice becomes illusion. Mark Fisher’s Capitalist Realism suggests that even rebellion is absorbed by the system. NXXA mirrors these ideas through immersive visuals and dystopian self-optimization products, mimicking the system to critique it—offering a space that feels empowering, but remains tightly scripted
