Helping a Brand create reach beyond an anchored retail location, Events and Showrooms help extend touchpoints to the consumer wherever they may be. Consumers and clients, the semantics are interchangeable as either term refers to someone I need to influence through design.
One key factor that exists for most of these selected projects, is the aspect of designing for temporary purposes while not presenting a look and feel that looks temporary. Often given days to build, I try to think of how something can represent as permanent.
Leveraging a deep knowledge of “Show” techniques and materials has allowed me to provide successful outcomes globally. I am able to lean on a knowledgebase which includes structure, lighting design, flooring, graphics, and logistics, to garner what the client wants.
CrossFit Games Venues: Conceptual design. In-house team. 2014, 2015, and 2016. The goals of the CrossFit Games venues were simple: service the consumer through retail, provide a space for activation and demonstration, showcase the Brand’s commitment to the Athletes through the bespoke product design suite, and provide a chill space for Athletes.
Over thirty thousand square feet was dedicated to the purposes of retail, showcase, activation, and service. Built over the course of 5 days, in action for 4 days. The skills and learnings that my team and I picked up in designing for the NFL Stadium stores were crucial in helping crowds be fully serviced in the multi-faceted environment we created. Thousands of spectators and athletes passed through the venues generating good will as well as financial gain for the Brand.
Leveraging a deep knowledgebase of tradeshow design we partnered with Czarnowski Trade and Exhibit in order to maximize speed of set-up while meeting pre-set budgets.
A Celebration Of Allen Iverson / Question Launch: Conceptual Design. In-house Team 2016. Some events are small and intimate. We were asked to create a new skin over an existing location in celebration of the 20th anniversary of Allen Iverson’s iconic Question Mid shoe. The idea was to create a neutral space where art and selected product could shine. A simple gallery feel was established in order to allow guests the space to mingle while viewing photography taken of the player over the years by photographer Gary Land. Rare archival product was displayed via a timeline so the evolution of the Classic shoe can be seen.
Reebok Retail Immersion Event Las Vegas: Conceptual Design. In-house Team 2016 The purpose of this internally facing global event was to present to global partners, retailers, franchisees and clients the power of the Brand. Entry into the over fifty thousand square foot exposition was through a Brand Gallery where future product and storytelling were exposed as a peek behind the curtain for marketing story of the following year. Full price retail experiences from 1200 square feet to 100 square feet were then fully built out and merchandised to every detail. Product showrooms that displayed focused, as well as broad, lines of apparel and footwear were crafted to couch product in clear display. Chill lounge/ meeting spaces were included to encourage comfortable discussion and encourage transaction.
Every detail in design and function of the above, as well as lighting design, crafting a mobile tradeshow systems, furniture selection, graphic design, wholesale displays, and all logistics involved were under our purview.
This event was deemed such a success, as the Brand captured more retail commitments from the invited attendees, we were immediately asked to begin design and planning for a even larger Brand showcase the following year in Barcelona.
The Gallery, Reebok Headquarters, Boston: Conceptual Design. In-house team 2018. The purpose of this space is to present the Brand’s product Icons in consolidated stories in head-to-toe hook up styling. The space was in constant flux in order to stay fresh. The display walls utilized stretch graphics in order to easily change the feel of the space. Furthering the aspect of modularity, we employed magnetic fixtures over the stretch graphics to showcase a single piece of product or massed out if needed.
The space was lit with color-changing LED lighting to change mood, while employing the addition of theatric lighting for creating highs and lows for spotlighting, focusing exclusively on product.
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