For Hoodrich x LAAMS’ New York collaboration pop-up during NYFW, I worked on the creative direction and design of a retail takeover that brought both brands together while maintaining the identity of the existing store environment. I developed creative concepts for the space, including branded installations, a custom wall mural, and a feature area designed for guests to capture content and take home elements from the collaboration. I also designed a limited-edition T-shirt which was screen-printed live exclusively for the pop-up. Additional creative elements included a custom DJ booth and exterior store branding featuring messaging that represented both Hoodrich and LAAMS. The final experience transformed the store into a collaborative brand space that celebrated the collection, community, and culture surrounding both brands.