What if flavor wasn’t just the product, but the entire experience?

Wingstop’s flavor lineup is its greatest differentiator. While many QSR brands compete on menu expansion, Wingstop competes on taste, preference, and fandom. The brand is flavor.

The right cultural partnership can amplify that identity when the alignment feels intrinsic. Wu-Tang Clan’s mythology and individuality created a natural parallel: twelve distinct identities expressed through twelve distinct flavors.

This concept explored flavor and culture as a unified immersive experience.

Enter the 12 Flavors reimagined flavor discovery as a cultural, physical, and social experience.

An immersive pop-up installation invited guests to journey through twelve stylized chambers, each inspired by a Wingstop flavor and interpreted through Wu-Tang’s visual and tonal universe.

Each room became a sensory translation of flavor:

• Lighting, texture, sound, and motion

• Flavor-inspired environments

• Tastings embedded into the journey

• Moments designed for capture and sharing

Rather than sampling at a counter, guests entered flavor worlds.

What if the walk into a concert became part of the performance?

Live music environments are built around anticipation. The journey toward the stage carries emotional weight, yet transitional spaces like entry corridors and walkways are typically treated as purely functional.

For Citi, a brand strongly associated with access and entertainment partnerships, this presented an opportunity to transform a necessary moment into a memorable one.

This concept explored how architecture, sound, and AI could amplify pre show energy.

Citi Music Tunnel proposed an immersive passageway translating live audio into dynamic visual expression.

As guests moved through the tunnel:

• Music triggered reactive light compositions

• Sound waves reshaped the environment in real time

• The space pulsed with the rhythm of the performance

• Entry became a moment of sensory escalation.

Rather than simply entering the venue, guests moved through a living extension of the show.

WHAT IF BUYING DRY SHAMPOO FELT LIKE PLAYING WITH IT?

Dry shampoo is built around immediacy. It is a product associated with speed, convenience, and spontaneous refresh. Yet within retail environments, the purchase experience often remains static, transactional, and visually interchangeable with adjacent beauty categories.

The Batiste Automat reimagined how product discovery and interaction could reflect the brand’s playful irreverence while reinforcing the core benefit of instant transformation.

The Batiste Automat proposed a retail installation inspired by the classic vending machine, redesigned as a theatrical product experience.

Rather than acting as a dispenser, the Automat became a moment of curiosity, surprise, and play.

Within the experience:

• Guests approach a visually striking, brand-forward machine

• Product variants are displayed as desirable selections rather than inventory

• Interactions trigger unexpected sensory or visual responses

• The act of “choosing” becomes part of the entertainment

The installation framed dry shampoo not as a utility purchase, but as a playful, impulsive indulgence.

What if the most dreaded place became the most unexpectedly delightful?

Few environments carry as much shared emotional weight as the DMV. Anticipation, frustration, boredom, and resignation shape the experience long before arrival. The space is culturally coded for endurance rather than enjoyment.

FUNEXPECTED DMV explored how surprise, humor, and sensory contrast could transform a universally tolerated obligation into a moment of genuine emotional lift.

FUNEXPECTED DMV proposed introducing structured moments of unexpected delight into routine bureaucratic environments.

Jell-O served as the emotional catalyst. Playful, nostalgic, and visually unmistakable, it became the mechanism for disarming tension and disrupting negative expectation loops.

Within the environment:

• Familiar institutional cues give way to warmth and color

• Waiting becomes interaction rather than passive delay

• Playful Jell-O moments reward patience

• Humor reframes frustration

• Surprise alters the perception of time
  

The experience does not attempt to redesign the system itself. It redesigns how the system feels.

What if Taco Bell launched a creator platform built around craving?

Taco Bell has always occupied a distinctive position in culture. The brand voice has consistently embraced playfulness, irreverence, and a comfort with bending expectations.

Simultaneously, Gen Z was redefining digital behavior through creator driven platforms, subscription ecosystems, and participatory content. OnlyFans had emerged as a powerful symbol of direct audience connection, exclusivity, and monetized fandom.

This concept explored the creative and cultural tension created by these intersecting forces.

OnlyTacos reimagined Taco Bell as a platform native content experience where food became the spectacle.

The system centered on:

• Seductive macro food cinematography

• Celebrity and chef driven creations

• Fan generated taco builds

• A tone balancing parody, appetite appeal, and cultural mischief
  

The idea deliberately occupied an unexpected space. It was designed to feel slightly disruptive, culturally aware, and unmistakably Taco Bell.

What if everyday retail could unlock an unexpected escape?

Costco is defined by utility, familiarity, and scale. It is a space associated with efficiency, routine purchasing, and practical value. Citi occupies a different psychological territory, signaling access, lifestyle elevation, and experiences beyond the ordinary.

A Taste of Anywhere explored the tension between these worlds, imagining how a highly familiar retail environment could momentarily transform into something unexpected and elevated.

A Taste of Anywhere proposed a hidden, Citi cardholder dining experience embedded within Costco.

An unexpected culinary environment concealed inside a setting defined by routine, revealed only to select guests.

Within the experience:

• Guests enter through an unassuming retail backdrop
• The environment transitions into a refined dining space
• Familiarity gives way to contrast and discovery
• The meal becomes both reward and narrative
• Citi’s role shifts from payment method to access key

The concept reframed Costco not as a warehouse, but as a portal.

What if a brand designed for performance also designed for recovery?

Streaming culture rewards constant presence.
More hours. More content. More visibility.

For creators, the pressure to stay live rarely pauses, and burnout has become an accepted cost of relevance.

Logitech exists at the center of that performance ecosystem. The tools enable precision, endurance, and competitive advantage, yet the broader creative reality reveals a quieter tension: sustainability.

Creators in Residence explored how Logitech could support not just output, but longevity.

Creators in Residence proposed a restorative retreat embedded directly within TwitchCon.

A branded Airstream installation designed as a decompression space for invited creators, transforming Logitech’s presence from product showcase into cultural ally.

Within the experience:

• A calm, acoustically softened environment

• Guided sensory reset moments

• Ergonomic recovery and physical relief

• Creator-first hospitality rather than spectacle

• A visual contrast to the surrounding intensity of the show floor

The residency reframed performance through balance, positioning Logitech as a brand invested in creative endurance, not just creative intensity.

What if Citi redefined race day hospitality by taking it to the sky?

Formula 1 hospitality environments are engineered for exclusivity, yet visually they often blur together. Branded lounges, premium suites, and trackside structures compete within a landscape where distinction is increasingly difficult to achieve.

For a brand like Citi, whose positioning centers on access, status, and elevated experience, traditional hospitality presence risked feeling predictable.

This concept explored how Citi could transform brand visibility into spectacle.

Citi Sky Suite proposed a branded zeppelin floating above the Grand Prix.

A hospitality environment designed not only for guests, but for cultural presence:

• Unobstructed aerial race views

• A moving architectural landmark

• A premium lounge in constant motion

• A brand expression visible across the entire circuit

Rather than blending into the hospitality footprint, Citi would occupy the most dominant visual position at the event.

WHAT IF FREEDOM WASN’T TAKEN, BUT DESIGNED AWAY?

The First Amendment guarantees five essential freedoms: speech, press, religion, assembly, and petition. They are foundational to civic life and most often understood in legal or theoretical terms.

Freedom Lost was conceived as an exploration of what these protections mean when experienced not as ideas, but through their absence.

Freedom Lost proposed an immersive installation built around slow realization.

Guests move through a linear corridor where each of the five First Amendment freedoms is clearly represented, yet deliberately denied.

Within the environment:

• Speech appears possible but cannot be expressed

• Information is visible but inaccessible

• Belief is present but restricted

• Collective action is implied but prevented

• Petitioning mechanisms exist but cannot be used

The installation relied on the tension between visibility and restriction, allowing meaning to emerge through experience rather than instruction.