Launched Lou & Grey into market and envisioned a new experiential and community building brand concept in partnership with the product design, merchandising, marketing and editorial. Directed brand creative across all channels including print, digital, social, stores, events, windows, video, and packaging. Implemented and managed an in-house creative agency. 

So. Crazy. Soft. campaign included a NYC Store Opening, brand identity system, events, experiential activations, printed collateral, catalogue, online editorial, social, product design, window, signage, and in-store display design. Campaign photographed by Dario Catellani.