Retail Makeover

Dove USA

Footaction at Herald Square

Gotham. NBA All-Star Weekend. Our new store design and layouts were launching in conjunction with Nike and Jordan Brand.

I was tasked with Art Directing and producing all visual elements in the relaunch of the shoe titan's flagship location in the heart of New York City.

It was a labor of love, as the visual ethos was themed in NYC transit culture, a natural passion of mine as a city native.

Contributions

Research
Art Direction
In-Studio Photography
Design & Retouching
Production

Research
Art Direction
In-Studio Photography
Design & Retouching
Production

A Closer Look

After receiving inspiration and direction, my first task was to shoot the main station platform of 34th street. The city really never sleeps, as travelers, lighting, and trains had to be edited on the final composite, built from various portions of 9 images.

Composite Image, with post processing

Final Installation Sized 13' x 8'

I enjoyed the chance to pay homage to the history of the transit system, creating a large-scale graphic using each of the token series issued prior to it's digitization.

Building The Banner

We collaborated with Aaron, influencer and owner of a popular subway photography themed instagram account, to shoot the main visuals for the project.

After combing through 2,000+ selects, we found the statement shot for the store.

The large-scale graphic now greets each customer as they close the checkout process.

We collaborated with Aaron, influencer and owner of a popular subway photography themed instagram account, to shoot the main visuals for the project.

After combing through 2,000+ selects, we found the statement shot for the store.

The large-scale graphic now greets each customer as they close the checkout process.

We collaborated with Aaron, influencer and owner of a popular subway photography themed instagram account, to shoot the main visuals for the project.

After combing through 2,000+ selects, we found the statement shot for the store.

The large-scale graphic now greets each customer as they close the checkout process.

Foot-ography

In addition to producing the main visuals, I also shot in-house stock photography for product placement around the store. Extra attention was paid to texture and patterns, highlighting the individual character of each shoe.

Opening weekend was a success, garnering huge foot traffic as a cornerstone attraction for NBA All-Star weekend. The layout & design package was also installed to premium markets nationwide.

Opening weekend was a success, garnering huge foot traffic as a cornerstone attraction for NBA All-Star weekend. The store layout was also expanded to premium store locations nationwide.

Karistotle

Art Direction + UX

Brooklyn, NY