Client: Marimekko, Target, Mother New York
Role: Lead Designer
Category: Installation, Pop-Up Brand Experience, Campaign Activation
Credit: Julian Alexander - Creative Director. Julio Martinez - Architectural Designer.
The brief was to create a pop-up installation to kick off a partnership between Target and Marimekko at New York’s iconic High Line. I worked closely with Mother New York to concept develop and execute this exciting opportunity.
For four days leading up to the release of the Marimekko for Target collection, three disruptive architectural forms were dropped in the existing structure of the iconic High Line. Each form was a different immersive sensory installation in which visitors were completely immersed in a Marimekko for Target patterned world.
The playful moments inside the activations could be shared across their social channels and the large scale High Line takeover resulted in inherently shareable moments visible from all corners of the Meatpacking District.
Client: Revlon, Sinful Colors
Role: Artist, Director
Category: Installation, Campaign Activation
Credit: David Leon - Photographer, Editor, Joe Nolan - Assistant Art Director, Gabriela Farina - Content Strategist. Jason Neil - Structural Engineer
For Art Basel Miami Beach 2015, Revlon-owned, Sinful Colors, approached Brazilian conceptual artist, Theo Pinto, to transform a brand new 2016 Mini Cooper Clubman S into a functional art piece. The car acted as a blank canvas to showcase the Spring/Summer 2016 Sinful Colors nail polish collection using Theo Pinto’s signature “Drip Painting” aesthetic.
Over the course of four days during ABMB, over 120 gallons of Sinful Colors’ most popular hues were artfully dripped over the car by hand. Suspending the car 20ft in the air at a 90 degree angle allowed for hundreds of layers of nail polish to dramatically descend the mobile canvas, making for an impactful art installation.
Fans of Sinful Colors and other passersby were invited to view the performance art take place live at Wynwood Art Group Gallery in Miami’s growing art district.
The installation was part of Sinful Color’s “Color Outside the Lines” social media campaign, where fans of the brand submitted their personal interpretation of the tagline using various mediums of art. Out of over 40,000 submissions using the hashtag #ColorOutsideTheLines across Instagram, Facebook and Twitter, one lucky winner was selected to win the one-of-a-kind functional art piece for their keeping.
The installation resulted in tens of thousands of social media impressions, while introducing Sinful Colors to a new market of taste making aficionados within the art and design community.
Client: Fashion For Good Center
Role: Physical Designer
Category: Exhibition Design, Interactive Design, Installation, Pop-Up
Credit: Elvira Barriga - Creative Director. Charlotte van den Bosch, Danny Well, Rona Binay - Visual Experience Designers. Kate Watson, Project Manager. Magda Sayeg, Artist. Photos - Christiane Patic
Client: Acer
Role: Partner and Director of Creative
Category: Experiential Design, Exhibition Design, Interactive Design, Installation
Credit: Partner: Min Liu - Executive Producer, Fabrication: The Factory NY
Acer launched it’s newest technology innovations at the Alice Tully Hall, Lincoln Center. The event will be attended by 500+ journalists from all over the world. The full day event included immersive experiences in MR + VR and gaming exclusive catering, media interview lounges, as well as hands on demo of their latest innovations in computer, laptop, accessories and smart devices.
Client: Bronx Music Hall
Role: Physical Designer
Category: Exhibition Design, Interactive Design, Installation
Credit: Local Projects, Elvira Barriga - Creative Director . Anthony Roy - Visual Identity. WHEDco in collaboration with WXY Architects Strategy.
Client: Los York
Role: Architect and Interior Designer
Category: Office Design, Interior Design, Retail Design
Client: Cross Street Market
Role: Design, Concept
Category: Architectural Design, Facate Design, Branding, Graphics Design
Credit: JNeal Design - Architecture Collaboration, Be The To Studios - Renderings
The renewed Cross Street Market is an exciting intervention in the neighborhood of Federal Hill, Baltimore. The market was originally build in 1873 and is currently a dead piece of architecture sitting on center of one of the most vibrant and upcoming neighborhood in the city.
J Neal Design recently approached me to collaborate on the design of the new building and develop branding and facade concepts.
The facade will be composed of reclaimed wood from the deconstruction process of abandoned houses in the city. The design for the branding was inspired by a graphic element that has transcended time in Baltimore: the historical stencils that are scattered around the city in old factory building, reminiscence from Baltimore's rich industrial history and direct connection to the market's site.
Client: Casper
Role: Lead Designer
Category: Retail Design, Concept Shop
Credit: Simi Mahtani - Art Director
Challenged with designing an innovative retail space to advance Casper’s ownership of the sleep category, we offered customers the feeling of a good night’s sleep in a relaxed dawn to dusk environment.
The facade of the retail space intrigues customers, as a tinted material blocks out natural light and preserves the dusk part of the interior space. The material transitions on the facade from opaque to translucent, allowing the sunlight to illuminate the doorway. Whimsical night star shaped peekholes in the opaque area encourages guests to glimpse into the nap space and peaks curiosity.
Using Coelux artificial sunlight, customers enter into a sun-drenched dawn space where warm light floods in from a skylight. Customers are able to relax and refresh here- they can read a book/charge their phones, learn about product innovations, and reserve a nap.
The dusk space features elevated nap pods, designed as a way to have a semi-private & multi sensory nap experience.
Using a sense of play to disarm, as seen in the sculptural seating, living wall, suspended product display, and hanging nap pods, Casper's signature whim and zing that consumers love today is reinforced.
Role: Artist
Category: Furniture Design, Exhibition Design
Credit: Photography collaboration - Ted Schantz
THERE ARE 50,000 VACANT AND BOARDED-UP HOMES IN BALTIMORE TODAY.
During the eviction process, families are forced to leave behind many personal belongings such as clothes and houseware, and the reminiscence of those who once occupied the homes are often never seen again since most of these houses are in the process of being deconstructed.
The intent of this project is to expose the reality of what lies beyond the plywood boards that seal these houses for decades, a sight that has become a part of the peripheral vision of those who live in Baltimore, bringing the found artifacts back to life in the form of a new, beautiful and functional object that is meant to be engaged with, not forgotten, beyond the board.
In the context of the deteriorating urban infrastructure and social decay happening now in Baltimore, we are becoming untethered from a physical world whose vitality requires the immediacy of tactile experience. I believe these stools can spur chance encounters, social exchange, sustainable awareness and generate real human empathy in a way that mediated experience cannot.
This project has received the exposure in galleries in Baltimore, Washington D.C, and Miami and it was also selected for the cover of design magazine Wheel Wire.
Client: Under Armour
Role: Creative Lead, Art Direction, Renderings
Category: Interactive Design, Environmental Design, Branding,
Credit: Creative Director - Chris Massaro, Associate CD - Jeff Duder, Graphic Design Support - Elyse Exposito
I was asked to design Under Armour's experience for the 2016 Super Bowl in San Francisco. The brief was to create a world class brand experience that ties back to the "Rule Yourself" campaign and highlights UA's Combine Gear.
The designed drew from creating a disruptive facade that incorporates mannequins from the 32 teams that will be competing to the Super Bowl. The interior experience includes three phases:
1. Make History Zone is a welcome/queue area where fans sign up for the experience and learn about UA's Combine technology through touch screen interaction. The surrounding walls highlight legendary plays and strategies by UA's athletes in past Super Bowls. The walls also include glorifiers that showcase authentic gear from the respective plays of athletes such as Tom Brady and Cam Newton.
2. Experience Zone will give fans the chance the see and live inside of the campaign "Rule Yourself" visuals. The campaign is based on a simple insight: You are the sum of all your training. Fans will step into a green screen room that captures their training poses from various angles ultimately providing the fans with a video that their one "Rule Yourself" montage.
3. Sharing Zone is where fans will have the option of sharing their montage on social media and also receive a brand souvenir before exiting the experience.
Client: Under Armour
Role: Creative Lead, Concept
Category: Environmental Design, Facade Design, Retail Design, Branding, Marketing,
Credit: Creative Director - Chris Massaro, Team - Shawn Gworek
In 2014, only 3% of Under Armour’s revenue came from international stores. The company will open upwards of 110 brand houses around the world in 2015. The brief was to design the facade of a 7,000 square foot flagship store in Nagoya, Japan.
My approach explored contemporary Japanese architecture blended it with UA’s bold aesthetic. The end result used a multi-story lightbox system for seasonal storytelling and paired it with with a fractal pattern of metal planes. The spaces between each plane are illuminated at night and resemble roots that tie back to the heritage of the city—a once dense network of forests.
