To celebrate the release of Myles Smith’s debut album, I led the creative direction and design of his hometown takeover in Luton, a fan experience created to celebrate his journey and give back to the community that shaped him. The takeover transformed key locations across the town into Myles Smith-inspired experiences, turning everyday spaces into a celebration of his story, music, and connection to Luton. I developed the creative across the activation, including the transformation of Luton train station into “Myles End”, a custom-branded newsstand offering free iced lattes and zines, alongside further experiences across a local fish and chip shop, primary school, live performance, and Myles’ former local pub, The Sugar Loaf. I developed the full creative direction across every location, creating a visual identity that reflected the album artwork while adapting it into unique physical experiences from station signage and pub branding to the smallest environmental details and interactive moments. The takeover translated Myles’ world into recognisable spaces across Luton, creating an authentic connection between his music, his hometown, and his fans. The activation ran across his album launch week, which saw My Mess, My Heart, My Life become the biggest UK debut album of 2026 so far, landing at Number 2 on the Official UK Albums Chart.