To celebrate the launch of the new brand, TREAD, Everlane asked for a modular pop-up, focussed on sales, community engagement, and education. As an added challenge, the spacial design could use no virgin plastics to inhabit the same sustainable ethos as the shoe it promotes. Working directly with Imprint Projects Creative Director and strategists I designed a space as much activation as it is a shop.
TREAD POPUP EXTERIOR
The spaces we occupy inform our experience, posture, and mood.
To engender community support for a future Rem Koolhaus designed structure on the same location, in partnership with Downtown Santa Monica, a seasonal outdoor movie going experience referencing elements of the future building yet integrated with the adjacent ice skating rink we designed a modern hillside with gentle cushioned ramps, branded blankets, and wireless viewing headsets inviting viewers to ease into a weekly, curated, cinema experience.
Enlisted by Brachfeld Group to design, source and install the closing party of the Dior Resort ‘18 show.
A particularly exacting client with clear aesthetic needs, direct work with Dior and Brachfeld producers, to create a chic and fantastical experience drawn from their runway show, season themes, Los Angeles references and Malibu Ranch specific needs.
The result, no detail left unconsidered, a 4 hour installation of unique and inspired furnishings, for an afternoon event of 150 guests, and a widely shared social experience.
AG JEANS - POPUP
What makes AG Jeans so unique is at the core of the consumer appreciation for them. Activating the reality of the proprietary processes in a fantastical manner to deepen the customer’s understanding of the origin of their jeans. Mixed media installations of wash house pumice integrated with video and photography of the South Gate factory invite the viewer to discover the skill that makes up AG.
AG JEANS X SELFREDGES
Approached to strategically align retail, wholesale, and international environments with tie back to ecomm and marketing, with a minimal effect to the yearly spend. Significant elevation to retail shop aesthetic, while maintaining in-house manufacturing and current production costs.
Collaborative work sessions with the brand director, product design and buying teams, and the external retail partners, identified solutions that begin internally during Sales Meetings and Line edits, carry through in marketing, wholesale significant elevation to retail shop aesthetic, while increasing the use of in-house manufacturing ability to better tell the story of verticality within AG.
Now where ever you experience the AG Jeans brand it speaks to they’re core ideals, while maintaining a significant budget surplus Expanded global brand presence/alignment of showroom, tradeshow, wholesale and retail materials and identities.
Established in 1887 and an industry leader in the dance and apparel world Capezio began a rebranding effort and required a significant update on their wholesale and event space product engagement.
Flexibility and ease were paramount design elements. In partnership with Atlas Print Solutions we devised and fabricated a flexible wall system which packs to a minimum and installed swiftly and with minimal effort incorporating a collapsible stage, integrated product display, and a flexible footprint as small as 100sqft and as large as 1200sqft.
Reduced installation and shipping costs only serve to reinforce the benefits of this modular environment that incorporates the new brand aesthetic but is adaptable enough to update as the brand continues to tune to its new identity. ̌
Often approached to help align an existing vision with a creative execution in a branded space, to build elements, structures, or strategies that reinforce a brand ethos.
Collaboration with design and selling teams informed brand-right solutions at all customer touchpoints. Utilizing vendor expertise, long time industry relationships, and detailed execution.
The outcome: increased consumer engagement, elevated finishing and brand perception with a greater speed to market.