Quixotic Journey:A DIESEL Experience
A bold marketing event blending interactive strategy and spatial pop-up design — built to reignite Diesel’s brand through youth-driven energy and cultural chaos.
Exhibit Design
Campaign
Turning Diesel’s Identity Crisis into a Spatial Statement
Reframing Diesel in a City Built for Bold Ideas
This project reimagines Diesel as a multi-program space built for energy, chaos, and youth culture. Set in LA, it mixes runway, archive, social space, and party floor into one raw, immersive experience. It’s a place made for people who move fast, think later, and live loud. Guided by my design philosophy — stupid over smart, wild over wise — this project turns spatial design into a tool for connection, movement, and collective energy. It’s not about perfect spaces. It’s about making people feel unstoppable.
This wasn’t just about building a cool space—it was about confronting tension:
Can you celebrate rebellion without glamorizing destruction?
How do you turn energy waste, oil, and smoke into beauty?
What does a Diesel showroom look like in a world that’s done with fast consumption?
The challenge: Create a space that’s seductive, subversive, and brutally self-aware.
Don Quixote fights windmills. Diesel fights boredom.
The concept draws on the myth of the misguided hero—burning fuel, chasing ghosts, and refusing to evolve. That’s not a flaw—it’s the creative engine.
This space turns that delusion into design:
Cracked concrete, red smoke, oil-leak lighting
Brutalist tunnels, flickering neon, endless loops
A visual metaphor for chasing relevance in a world that’s already moved on
Building a Brand Experience from Fragments and Fire
The exhibition unfolds as a spatial narrative:
Graffiti Archive — A layered timeline of Diesel’s irreverent past
Red Zone — A interactive exhibit area leading you through diesel's history
Wasted Energy Tunnel — Leaking lights, heavy shadows, distorted reflections
Runway Chamber — A raw, concrete stage with flaming typography overhead
Abandoned World — A interactive game section in a industrial decayed shelter
Diagrams and parti sketches break down zoning, flow, and thematic transitions: from fight → fantasy → failure → fire.
Industrial, Intimate, and Falling Apart
Material choices fuel the narrative:
Concrete, distressed denim, perforated steel
Translucent panels glowing like heat maps
Mesh screens layered with quotes, shadows, and residue
Textures and finishes echo combustion and decay—Diesel's world isn't polished, it's lived-in and on edge.
Tech That Touches Back: Layering XR Into Every Moment
This project integrates interactive technology into each spatial zone to turn passive visitors into active participants. From NFC-enabled doors and AR runway archives to XR-powered outfit swaps, every touchpoint invites people to play, explore, and connect.
The goal wasn’t just to show Diesel’s world — but to let people step inside it, remix it, and wear it like their own.
Exhibit Design
Exhibit Design
Campaign
Campaign
Speakeasy Entry Experience
Only a train door sticks out of a normal downtown LA concrete building, this is called "hiding in the olain sight". But when you get in everything is different, you are walking through a train tunnel, inside of a oil tank train.
Speakeasy Entry Experience
Only a train door sticks out of a normal downtown LA concrete building, this is called "hiding in the olain sight". But when you get in everything is different, you are walking through a train tunnel, inside of a oil tank train.
EM-Smart Rebrand: Technology Empowers Connection
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Rebooth: Reimagine the voting experience
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Pop-up Design
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Quixotic Journey:A DIESEL Experience
A bold marketing event blending interactive strategy and spatial pop-up design — built to reignite Diesel’s brand through youth-driven energy and cultural chaos.
Exhibit Design
Campaign
Turning Diesel’s Identity Crisis into a Spatial Statement
Reframing Diesel in a City Built for Bold Ideas
This project reimagines Diesel as a multi-program space built for energy, chaos, and youth culture. Set in LA, it mixes runway, archive, social space, and party floor into one raw, immersive experience. It’s a place made for people who move fast, think later, and live loud. Guided by my design philosophy — stupid over smart, wild over wise — this project turns spatial design into a tool for connection, movement, and collective energy. It’s not about perfect spaces. It’s about making people feel unstoppable.
This wasn’t just about building a cool space—it was about confronting tension:
Can you celebrate rebellion without glamorizing destruction?
How do you turn energy waste, oil, and smoke into beauty?
What does a Diesel showroom look like in a world that’s done with fast consumption?
The challenge: Create a space that’s seductive, subversive, and brutally self-aware.
Don Quixote fights windmills. Diesel fights boredom.
The concept draws on the myth of the misguided hero—burning fuel, chasing ghosts, and refusing to evolve. That’s not a flaw—it’s the creative engine.
This space turns that delusion into design:
Cracked concrete, red smoke, oil-leak lighting
Brutalist tunnels, flickering neon, endless loops
A visual metaphor for chasing relevance in a world that’s already moved on
Building a Brand Experience from Fragments and Fire
The exhibition unfolds as a spatial narrative:
Graffiti Archive — A layered timeline of Diesel’s irreverent past
Red Zone — A interactive exhibit area leading you through diesel's history
Wasted Energy Tunnel — Leaking lights, heavy shadows, distorted reflections
Runway Chamber — A raw, concrete stage with flaming typography overhead
Abandoned World — A interactive game section in a industrial decayed shelter
Diagrams and parti sketches break down zoning, flow, and thematic transitions: from fight → fantasy → failure → fire.
Industrial, Intimate, and Falling Apart
Material choices fuel the narrative:
Concrete, distressed denim, perforated steel
Translucent panels glowing like heat maps
Mesh screens layered with quotes, shadows, and residue
Textures and finishes echo combustion and decay—Diesel's world isn't polished, it's lived-in and on edge.
Tech That Touches Back: Layering XR Into Every Moment
This project integrates interactive technology into each spatial zone to turn passive visitors into active participants. From NFC-enabled doors and AR runway archives to XR-powered outfit swaps, every touchpoint invites people to play, explore, and connect.
The goal wasn’t just to show Diesel’s world — but to let people step inside it, remix it, and wear it like their own.
Exhibit Design
Campaign
Speakeasy Entry Experience
Only a train door sticks out of a normal downtown LA concrete building, this is called "hiding in the olain sight". But when you get in everything is different, you are walking through a train tunnel, inside of a oil tank train.
EM-Smart Rebrand: Technology Empowers Connection
2024-2025
Branding
Campaign
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Chloe
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Spatial Design
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Pop-up Design
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Quixotic Journey:A DIESEL Experience
A bold marketing event blending interactive strategy and spatial pop-up design — built to reignite Diesel’s brand through youth-driven energy and cultural chaos.
Exhibit Design
Campaign
Turning Diesel’s Identity Crisis into a Spatial Statement
Reframing Diesel in a City Built for Bold Ideas
This project reimagines Diesel as a multi-program space built for energy, chaos, and youth culture. Set in LA, it mixes runway, archive, social space, and party floor into one raw, immersive experience. It’s a place made for people who move fast, think later, and live loud. Guided by my design philosophy — stupid over smart, wild over wise — this project turns spatial design into a tool for connection, movement, and collective energy. It’s not about perfect spaces. It’s about making people feel unstoppable.
This wasn’t just about building a cool space—it was about confronting tension:
Can you celebrate rebellion without glamorizing destruction?
How do you turn energy waste, oil, and smoke into beauty?
What does a Diesel showroom look like in a world that’s done with fast consumption?
The challenge: Create a space that’s seductive, subversive, and brutally self-aware.
Don Quixote fights windmills. Diesel fights boredom.
The concept draws on the myth of the misguided hero—burning fuel, chasing ghosts, and refusing to evolve. That’s not a flaw—it’s the creative engine.
This space turns that delusion into design:
Cracked concrete, red smoke, oil-leak lighting
Brutalist tunnels, flickering neon, endless loops
A visual metaphor for chasing relevance in a world that’s already moved on
Building a Brand Experience from Fragments and Fire
The exhibition unfolds as a spatial narrative:
Graffiti Archive — A layered timeline of Diesel’s irreverent past
Red Zone — A interactive exhibit area leading you through diesel's history
Wasted Energy Tunnel — Leaking lights, heavy shadows, distorted reflections
Runway Chamber — A raw, concrete stage with flaming typography overhead
Abandoned World — A interactive game section in a industrial decayed shelter
Diagrams and parti sketches break down zoning, flow, and thematic transitions: from fight → fantasy → failure → fire.
Industrial, Intimate, and Falling Apart
Material choices fuel the narrative:
Concrete, distressed denim, perforated steel
Translucent panels glowing like heat maps
Mesh screens layered with quotes, shadows, and residue
Textures and finishes echo combustion and decay—Diesel's world isn't polished, it's lived-in and on edge.
Tech That Touches Back: Layering XR Into Every Moment
This project integrates interactive technology into each spatial zone to turn passive visitors into active participants. From NFC-enabled doors and AR runway archives to XR-powered outfit swaps, every touchpoint invites people to play, explore, and connect.
The goal wasn’t just to show Diesel’s world — but to let people step inside it, remix it, and wear it like their own.
Exhibit Design
Campaign
Speakeasy Entry Experience
Only a train door sticks out of a normal downtown LA concrete building, this is called "hiding in the olain sight". But when you get in everything is different, you are walking through a train tunnel, inside of a oil tank train.
©2024
EM-Smart Rebrand: Technology Empowers Connection
2024-2025
Branding
Bushido: Coffee Omakase Experience in Culver City
2024
Retail Store Design
Desert Reneissance
Chloe
Creative Direction
Bushido: Rebrand %Arabica
2024
Branding
Mirage+: Reimagination of Outer Space Architecture
2024
Spatial Design
Rebooth: Reimagine the voting experience
2025
Pop-up Design