Creative Director & Experience Designer
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Jack Daniel's General Store: Pop-Retail

CREATIVE DIRECTION BEHIND THE LYNCHBURG GENERAL STORE, A POP-RETAIL EXPERIENCE IN CELEBRATION OF THE 150TH ANNIVERSARY OF THE JACK DANIEL’S DISTILLERY. OPEN FOR 7 DAYS EACH IN NYC, CHICAGO, AND MIAMI, THE STORE WELCOMED OVER 20K GUESTS, PROVIDING A MEANS FOR CONSUMERS TO CONNECT WITH THE JACK DANIEL'S BRAND INTIMATELY AND AUTHENTICALLY.

TO BRING THE CONCEPT TO LIFE, I LED THE MIRRORBALL CREATIVE TEAM IN DESIGNING THE STORE FROM THE GROUND UP, INCLUDING IDENTITY & HOLISTIC BRANDING SYSTEM, OVERALL GUEST EXPERIENCE & ENGAGEMENT STRATEGY, INTERIOR DESIGN & MERCHANDISING, WEEKLY PROGRAMMING, WEBSITE, AND PROMOTIONS STRATEGY.