American Eagle Pride NYC Pop-Up Design
Pop-Up Interior, Event Design and Brand Experience
CONCEPT
As part of our collaboration with American Eagle, we designed a series of pop-up events to support the launch of the AE Studio flagship store and the 50 Years of Pride celebrations in New York. The project focused on creating immersive brand activations that connected retail, culture, and community.
For the Pride pop-ups, we partnered with the Keith Haring Foundation, drawing inspiration from the message “Love Is the Message.” The concept took the form of a bold, foil-wrapped scaffolding installation spelling out the word LOVE. At the centre of the structure, a communal workshop table invited visitors to write personal messages, take photographs, and attach their contributions to the installation. Over time, the structure evolved into a collective expression of shared moments, transforming from a static word into a living symbol of community, identity, and celebration.
“To build on the concept of love is the message and showcase American Eagle’s creativity, we planned to collaborate with a New York-based type artist who was to create a live message of positivity.”
“The NYC flagship pop-up was based on the concept of a city-wide treasure hunt which would ultimately drive consumers into the store.”
PROJECT TYPE
Event Design and Pop-Up
SECTOR
Retail and Experiential
CLIENT
American Eagle
LOCATION
NYC
FLOOR AREA
Various
YEAR
2019
If you have a project you’d like to discuss, let’s talk