At Austin City Limits

Project: Austin City Limits (ACL) Festival

Location: Austin, TX

Time: October 2017

Role: Lead Experiential Architect, 3D modeling / rendering, Art Direction, Furniture sourcing.

THE ASK: Lowe's wanted to have a presence at the ACL festival in Austin - as this crowd was shown to be in key demographic in the future of Lowe's.

THE SOLUTION: It was imperative to create a space and design that echoed the brand of Lowe's as a home-improvement leader, but also fit within the context of a music festival. We needed to design, first, a space that was attractive to a younger pre-home ownership crowd, but memorable enough that when they did purchase a home, they thought of Lowe's first as a go-to for home improvement needs. Our solution was a "studio" that contained a stage for select low-key, acoustic concerts from some of the bands that played on the larger stages. When the stage was not being used, consumers could jump on stage and get a 180 photo taken via 36 cameras which created an animated gif that was shareable via social media. While waiting in line they were able to play a one-of-a-kind digital drum set that shot colored water (reminiscent of paint) into the air on every drum hit. The design was meant to look and feel as if this were a DIY project or still under construction - the furniture and many of the materials were sourced directly from Lowe's.


Specifically, I worked with our executive creative director, a creative technologist and production lead. We worked together to concept the overall theme and bring to life the different consumer engagements. I designed the overall structure, stage, and consumer flow, spatial experiences, floor plan layouts, material selection and generated a  "production brief" outlining each element to help our fabrication shop generate build drawings.