SURF’S UP SOHO
SHOPIFY x BEACHWAVER
Led creative direction for Beachwaver’s Beach House, a SoHo retail pop-up created in partnership with Shopify New York. Developed an NYC-meets-beach visual world blending Beachwaver’s coastal identity with New York iconography, including the Brooklyn Bridge, yellow cabs, surfboards, and palms. The system extended across storefront and window graphics, interior murals, merchandising, exclusive product, digital campaign assets, and OOH.
Carried the concept from ideation through press-ready production and traveled to SoHo to oversee installation and final creative execution, ensuring the physical environment stayed true to the original visual direction.
Beachwaver’s first NYC pop-up welcomed hundreds of guests over the three-day activation.
Role: Design Director — Creative Direction · Illustration · Brand System · Retail Environment · Merch · Campaign + OOH. Created at Beachwaver.
