CHALLENGE

How do you transform a fully operational video store into an immersive overnight experience that merges brand storytelling, nostalgia, and community engagement? Partnering with Airbnb and The Last Blockbuster in Bend, Oregon, we set out to design a 90s-inspired sleepover that redefined how people interact with a physical space.

APPROACH

As Associate Design Director, I led a team of graphic and production designers to develop a comprehensive and modular print and environmental collateral system that seamlessly integrated into the iconic setting of Lincoln Center. Collaborating closely with The New York Times, my Creative Director, production, and accounts I ensured that every design element—from large-scale signage to intimate brand moments—enhanced the guest journey and celebrated culinary culture.

SOLUTION

• Cohesive festival branding applied across:

  • Large-scale environmental graphics framing the main stage and activations

  • Wayfinding systems & printed collateral ensuring seamless navigation

  • Custom-designed menus, signage, and retail experiences

• Collaborated with production teams, print vendors, and fabricators to execute high-quality, visually striking deliverables

• Created a visually engaging experience that complemented the festival’s lineup of culinary leaders, including Ina Garten, Padma Lakshmi, Danny Meyer, Kwame Onwuachi, and the cast of FX’s The Bear

IMPACT

• Transformed Lincoln Center into a fully branded, immersive culinary destination

• Strengthened The New York Times’ presence in experiential food culture

• Ensured a high standard of design execution, visual appeal, and guest experience