pop-up retail platformS
I co-led the vision and design direction for Dreamville’s downtown Raleigh pop-up shops with a company founder. Some years I originated the full creative; other years we co-developed the platform together. We set the annual theme and collection brief, then I guided design and production for an exclusive capsule sold only at the pop-ups with sales closing the Friday before the festival. I mentored designers, presented the brief for partner approvals, and aligned programming with DJs and artist drop-ins to drive foot traffic and city engagement. On the ground I directed buildout and visual merchandising, set product flow and signage, and shaped the shopper journey from entry to POS. The pop-ups became a signature brand activation that extended the festival into the city and contributed to the broader 2023 economic impact reported at $145.9M.
DREAMVILLE & JOSHUA VIDES MATTE BLACK POP UP coffee SHOP
I originated and led the Matte Black x Dreamville collaboration, seeing early alignment between Joshua Vides’ black and white language and Dreamville’s core palette. I authored the brief, partnered with Joshua on graphics, and adapted his signature thought bubble and graffiti elements for Dreamville, including a refined take on the Classic logo. I led placement across merchandise and signage, routed art for stakeholder approvals, and managed production vendors to deliver a tight capsule on compressed timelines.
The event ran at the height of COVID, so I designed the guest flow and on-site read with safety in mind. Floor graphics guided distancing inside the coffee shop while keeping the brand story intact. I worked with Matte Black cofounder Andy Nguyen to create custom, branded drinks so the experience linked product, food and environment. I ran on-site delivery, visual merchandising and asset capture so the pop-up read cohesive across space, social and retail.
