How might we create a pop-up promotional event for a fictitious journal brand?

Qualitative interviews informed the initial concept designs, and subsequent user tests determined that creative writing prompts and tactile skill-building activities elicited the best response from participants.

The team built and tested scale models before executing a full-scale micro pilot. Elements of the micro pilot build were prioritized using the MOSCOW framework to test the flow of the experience.

Micro pilot test participants reported feeling inspired and energized, but described the self-guided experience as confusing.In response, the team developed an audiovisual introduction to the brand and planned for additional representatives to facilitate the experience.

Handcrafted and unpredictable, The Dreamscape Project brand was designed to express a nostalgia for the artistic freedom of magazine collages at the peak of printed media.

This work culminated in the official pop-up event hosted in San Francisco. Research and documentation were compiled as a deck to provide a comprehensive process overview.