Global Citizens
The Challenge: What do American fashion companies bring to the world?
The Answer: American fashion weaves heritage and identity into stories.
The Process
This project explored how American brands express cultural identity and storytelling through design. Each brand brought a distinct visual language, rooted in values such as craftsmanship, sustainability, inclusivity, and nostalgia. Our goal was to honor and elevate these brand identities through an experiential journey, allowing visitors to engage with each brand's story while feeling the cohesive energy of the Global Citizens initiative.
We began by deep-diving into each brand’s heritage and visual language. We developed concept sketches and spatial mockups for branded installations, pulling core motifs, color palettes, and tactile elements from each label's DNA. We also considered the full sensory journey—how visitors would move through the space, engage with products, and feel emotionally connected to the message.
We worked collaboratively to ensure visual consistency across all installations to reflect the overarching Global Citizens theme. This included art direction decisions for signage, materials, and mood to create a seamless brand-to-brand flow.
The final installations functioned as immersive pop-up booths, each tailored to reflect the brand’s character. For example:
Ralph Lauren celebrated Americana with decor and imagery inspired by coastal landscapes and the associated lifestyle.
Brother Vellies featured natural materials and artisan-made details that spoke to its African craftsmanship roots.
Ouai showcased their North Bondi Eau de Parfum, pulling together elements inspired by the perfume’s notes of bergamot, Italian lemon, rose de mai, and violet.
Prados Beauty fused Indigenous artistry with vibrant colors and design.
Each space invited interaction—whether through touch, sound, or storytelling—blending retail, art, and experience into one.
Execution
The Results
The project culminated in a live fashion show and installation walkthrough. Our installation work demonstrated an ability to translate brand heritage into compelling environments that emotionally connect with visitors. It reinforced the belief that great fashion storytelling happens not just in products, but in the worlds we build around them. By honing in on a selection of American brands and products, we were able to highlight how American fashion companies intertwine their heritage and identity to create these brand worlds and how they use their diverse cultures and backgrounds to make their brand unique.