Lowe’s Festival Takeover:
Lowe’s Festival Takeover:
Lowe’s Festival Takeover:
Building Brand in the Wild
Building Brand in the Wild
Building Brand in the Wild
Pop-Up Strategy | Brand Activation | Immersive Experience
Pop-Up Strategy | Brand Activation | Immersive Experience
Pop-Up Strategy | Brand Activation | Immersive Experience
Pop-Up Strategy | Brand Activation | Immersive Experience
At SXSW, we turned Lowe’s into a lifestyle brand—bringing it out of the aisle and into the culture. I led creative for a 3-day experience that fused utility with surprise: interactive installations, brand-forward hospitality, and spaces built to share. Designed to feel discovered, not advertised. This was brand architecture in its most literal form.
At SXSW, we turned Lowe’s into a lifestyle brand—bringing it out of the aisle and into the culture. I led creative for a 3-day experience that fused utility with surprise: interactive installations, brand-forward hospitality, and spaces built to share. Designed to feel discovered, not advertised. This was brand architecture in its most literal form.
At SXSW, we turned Lowe’s into a lifestyle brand—bringing it out of the aisle and into the culture. I led creative for a 3-day experience that fused utility with surprise: interactive installations, brand-forward hospitality, and spaces built to share. Designed to feel discovered, not advertised. This was brand architecture in its most literal form.
At SXSW, we turned Lowe’s into a lifestyle brand—bringing it out of the aisle and into the culture. I led creative for a 3-day experience that fused utility with surprise: interactive installations, brand-forward hospitality, and spaces built to share. Designed to feel discovered, not advertised. This was brand architecture in its most literal form.
Client:
Client:
Client:
Client:
Lowe's
Lowe's
Lowe's
Lowe's
My Role:
My Role:
My Role:
My Role:
Sr. Art Director
Sr. Art Director
Sr. Art Director
Sr. Art Director
Year:
Year:
Year:
Year:
2017
2017
2017
2017
Service Provided:
Service Provided:
Service Provided:
Service Provided:
Creative Direction, Brand Activation Design, Pop-Up Strategy
Creative Direction, Brand Activation Design, Pop-Up Strategy
Creative Direction, Brand Activation Design, Pop-Up Strategy
Creative Direction, Brand Activation Design, Pop-Up Strategy
We designed every detail—from the overall structure to tool-based art activities—to make Lowe’s feel less like a store, and more like a creative platform. It was a bold reimagination of a legacy brand, brought to life through music, design, and experience.
This project proved that retail doesn’t have to stay in its lane—and that when brands show up differently, people notice.
