This event provided an early preview of the ROXY SURF Denim collection for retailers and buyers. The narrative and visuals highlighted cool-weather camping surf adventures wearing rugged denim and cozy knits and flannels. Utilizing images from product shoots and road-captured surf team adventures bolstered authentic stories that sold the product line, event, and retail marketing materials. To romance the camping/ surf story for the accounts and buyers, we staged vintage camping gear tastefully merchandised with the product. Having large-scale backdrop banners of beach sunsets and driftwood afternoons inside the showroom made the space feel intimate and relaxing. This vibe was so well received it continued into the retail pop executions for shelf, table, and window displays later that season. I designed a special takeaway promo item for event guests: a branded ROXY SURF Denim campfire tin coffee cup.
Role: Showroom Design Concept, Graphic / Print Production, Product Merchandising, and Overseeing Installation
