I creative directed and produced a pop-up shop and marketing assets for STEELE, Amanda Steele’s Los Angeles–based fashion brand, at Showfields in NoHo, New York. To introduce the brand to a new audience, I developed the STEELE Style Lab an interactive, shareable experience where guests could meet Amanda and engage with the brand’s elevated, effortless aesthetic. The activation blended visual storytelling with immersive design to bring the world of STEELE to life.