Instaco, presented me with a tight three-week turnaround to concept and execute STEELE’s first New York event. The purpose of the event was to increase brand recognition and content creation. As STEELE recently started being stocked at SHOWFIELDS, it was the perfect venue for the STEELE Style Lab event.

My goal was to find a fun way to educate the New York audience on what STEELE was and the STEELE Style Lab was the perfect place to do that. I wanted to create an interactive, shareable experience allowing guests to both meet Amanda and learn more about everything STEELE represents.


Once the SHOWFIELDS location was confirmed, I virtually plotted out the fourth floor loft and planned the event layout using the map below. As the event was planned for December, I opted to block off the patio area with a step and repeat to centralize the event indoors, where guests could enjoy the STEELE Style Lab away from the winter cold.