FULLY DIPPED

Urban Concept Installation

2016



In the early part of 2016, led by our newly crowned CD Peter Valles and working with partners from marketing, visual and our agency partners Sid Lee, we transformed the on-site showrooms into immersive experience rooms to communicate the intent and mood of our future direction and highlight how the right curation and treatment can dramatically shift existing product into a new context. Even though no new product was created for this install (maybe a few protos) the perception by those who visited was that everything there was somehow special, custom or even bespoke. I hand picked and styled the product for this install from across seasons, categories, collections and consumer spaces to give a cohesive mood and directional feel.

Elevating existing product through styling and creating context with the build out, lighting, audio and visuals and supplementing it with cultural ephemera was highly successful in communicating the importance of experience and expression as essential aspects of consumer connection. This installation was key in aligning our executive leadership, long standing retail partners and internal functions and getting all vested parties moving toward the same vision with the right filters in place and jumpstarted the momentum towards opening the Jackson Square Concept shop.

Seeing is believing. 

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Role/Category - Visual merchendising, styling, design direction Concept/Creative Direction - Peter Valles, SID LEE

Spacial Design/Graphic Design - SID LEE & partners
Project Management - Myriam Veilleu : SID LEE
Photography - Clayton Boyd

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