Brand Experiences
With the signing of Lionel Messi to Inter Miami, Adidas had a unique opportunity to create a dedicated temporary store activation in the heart of Miami Beach’s Lincoln Road. With their attempt to launch the store by Messi’s first game, adidas was aiming to launch the store within 3 weeks time.
My role was to provide the customer experience strategy where my goal was to celebrate this iconic player coming to the United States by creating a museum-like experience, highlighting his career achievements, and tying it into the culture of Miami’s colorful and decorative art scene. This included creating the World Cup tunnel, celebrating his 5 World Cups playing for Argentina, the Ballon D’Or cleat wall, of all the years he won the World’s Best Player, and tapping into one of the most famous graffiti artists in Rigo Leon, creating a mural wall dedicated to Messi in the store.
Full role details included customer experience strategy, artist relations, project & build-out management.
NY vs. NY 2019
Basketball in NYC is more than just a game: it’s a way of life. My goal was to showcase that. The way New Yorkers play basketball is different than most. It’s both hard and rugged at the same time, flashy and full of flair. And there’s always people watching. The strategy behind the retail display aimed to highlight how New Yorkers play ball: day-in and day-out. Whether it’s the iconic concrete courts caged in with steel backboards or just that handmade milkcrate used as a goal in the backyard, basketball is played in NYC all hours of the day and night. And there’s always someone watching…
Greek Freak 1 - Nike NYC Soho
Coming off an MVP season, Nike’s launch for Giannis first signature shoe had to be done right - especially in NYC. Hailing from Greece, I wanted to build a story that not only brought in his Greek heritage but also tied into the strong Greek culture in Astoria, Queens. From the Greek tavernas / diners, to the iconic Greek NYC coffee cup, I worked with the design team to help create a display that only New Yorkers would understand.
Strategy also included Giannis programming including pouring coffee to incoming audience
ASICS LA Marathhon 2020
Entering its first year as LA marathon’s official sponsor, we worked with ASICS to create a consumer-first experience that resonated with avid runners as well as locals through the lens of the ASICS brand. From the introduction of new innovative products and highly-coveted product collection stories, to the authentic storytelling of what it means to be from LA, we helped the ASICS brand build a deeper connection with its LA runners than ever before.
Extra butter x Jordan Women’s Launch 2020
For the launch of the first signature collection of Jordan Women’s apparel, we teamed up with the Jordan team and sneaker boutique Extra Butter, in LES NYC, and designed the ultimate women’s lounge. For the female consumer here, we wanted to create an inviting atmosphere that made every woman feel like they were walking in the quintessential walk-in closet of their dreams…
DSG Soccer experience
DSG approached us with a request to build out an “ultimate soccer experience” in their retail doors. Our goal was to build an experience that felt authentic to the avid soccer consumer, with references to both the stadium and street culture of the game. Key details like the stadium seats, turf areas for cleat try-ons, mini soccer cage to play, and soccer graffiti near the customization area, the new soccer experience at DSG now sets new levels to how soccer is expressed in-store.
Sheila Rashid x Svrn ASW Pop-up
What better way to spotlight an up-and-coming designer in the Chi than partnering with an up-and-coming boutique during the biggest weekend for the city in ASW 2020? Our SVRN X Sheila Rashid pop-up spotlighted the designer and her collab with Jordan brand for her new sig shoe of Jordan 1 mid. Taking into account her purple colorway, we took over the SVRN boutique shop in her purple aesthetic while spotlighting her craft as a bespoke denim designer.