CONCEPT

American Eagle asked for a space that aesthetically cut through the noise of the Vegas strip and to create engaging in store experiences that connect and captivate their gen z audience. The result was the anti-Vegas concept that used authentic, honest material mixed with simple construction details to create a denim studio and workshop environment where consumers could experience customisation for both jeans and apparel as well as impactful digital and social brand activations.

As part of the instore experience a customisation station was created where consumers can make personal jacron labels, print graphics and messages onto apparel and buy embroidered sew on patches.

The exterior is encased in a HD screen that showcases 3D, immersive brand content and allows for instore/activation content to be streamed live.

Plywood is used as a signature material throughout the space with exposed detailing to give an honest an authentic feel to the space.