Spatial Experience Design · Touring Activationsdiageo | pop-up worlds
Over several years, we partnered with Diageo to invite customers to get hands-on with their brands through festival activations, pop-up bars, photo booths, and the occasional train ride.
My role varied from project to project, from 3D creative direction to hands-on production planning (I’m now a pro bar stool shopper). Along the way, I learned that designing a great real-world experience is as much about what happens behind the scenes as what guests see: managing crowds, planning accessible pathways, finding space for staff and storage, and making sure everything can actually be built, transported, and assembled on tight festival schedules.
I loved making practical spaces feel like little worlds of their own, filled with unexpected details and reasons to explore.
Ketel One Vodka & Ketel One Botanical
The challenge: build on the beachfront Cocktail Club concept and adapt it to everything from a compact bar stand to a 900-square-foot Cocktail House. I directed my team's 3D work, exploring new photo booth ideas and helping develop a flexible kit of parts that could work at every scale.
A flexible design system for multiple footprints
The Cocktail Collection
With just two days to design the interior of The Cocktail Collection's pop-up booth, I leaned into the quirky yellow-and-black home decor theme. I designed an oversized mobile bar cart with hidden storage, sourced color-coordinated books and props (some destined for a coat of yellow spray paint), and added warm lighting to give the little space a cozy, lived-in feel. All on a shoestring budget.
Guinness Unites
For Guinness Unites, a St. Patrick's Day campaign bringing Guinness lovers together, we created an AR version of the brand's golden gates so fans could snap group photos even at events without the physical installation.
I directed the 3D design and animation, including a pouring-inspired reveal that echoed the way Guinness fills a glass. The experience launched from QR codes on coasters, posters, and table tents, and 37% of people who tried it went on to share their photos on social.
Final materials
Early animation test
In-app prototype. Now with the glass filling from the bottom up!