PROJECT OVERVIEW:

DESIGNED AT: Studio Butch

CLIENT: Athleta

TYPE: Brand Activation

LOCATION: New York City

ROLE:

• Zoning + Merchandising

• Consumer Experience + Journey

• Graphic Design

• Brand Activations + Pop-ups

• Space Design + Concepts

• Brand Moments + Art Installations

• Materials Palettes + Design Direction

• Floor Plans + Elevations

• Conceptual Sketches

As a part of the Move With Athleta event series in 2024, we helped Athleta with their takeover of the High Line in NYC and surrounding venues. Guests were invited to “sweat, connect, and embrace the power of she” among peers in this incredible location while enjoying interactive installations, branded refreshments, and a local warehouse transformed into an immersive bodega and workout space.

The Athleta brand values empowering women to build strength, community, and wellbeing through movement. We brought this ethos into our design, highlighting moments for guests to share their experiences with one another through networking spaces, group movement activities, and interactive installations made from mirrors that invited guests and passers-by to write affirmations, and pass along kind words to one another.