The Project

In the summer of 2025, CAA partnered with T-Mobile to reimagine Club Magenta at Lollapalooza — transforming a festival footprint into a fully realized VIP world within an open-tent environment overlooking the main stage. As creative director on the project, I led the vision for a space that felt less like a branded activation and more like the best seat in the house. Guests were treated to curated programming, intimate talent Q&As, and the fan-favorite "Magenta Hour" drink specials, with opportunities to win side stage access and after-show passes woven throughout the weekend. From bespoke giveaways to meet & greets, Club Magenta was designed to reward the fans who showed up — and give them something worth staying for.

My Role

Creative Director

collaborators

Art director: Juli Isman • render artist: Patricio Andrade • Graphic design: Celine To • Director of Production: Danielle Mclewin • Illustration: Allison Gore • Fabrication: Revel Decor

Design Direction: Art Park

PLAYFUL • SUMMER • BRAT

My team and I developed Art Park as the creative foundation — a world where art, music, and design collide in playful, edgy proportions. The concept was rooted in a clear point of view: Gen Z's unapologetic attitude meeting Lolla's free spirit, with enough visual tension to make the space feel alive. Musical elements were pushed into three dimensions, transforming sound into sculpture. Every material choice, every graphic decision, laddered up to a singular aesthetic that was wonky, bold, and deliberately unpredictable, honoring Lolla's own design language while staking out something entirely its own.