Olivia Rodrigo's Daisy Chain Fields, Great Park, Irvine: a sold-out festival with capacity for up to 45,000 that raised $20M for charity. Senior Spatial Lead with Invisible Dynamics. Built in 3 days, live for 1. For Athleta's takeover of the festival, I led spatial design for Athleta World, the brand's "My World. My Rules." environment, working with Invisible Dynamics. The site had to hold a festival crowd all day and still read as one soft, planted composition: sculpted floral mounds carrying a dimensional Athleta World logo, a meditation dome, a merch and coconut bar, and a canopy of oversized daisy shade structures floating over a lounge lawn. I directed the spatial concept, the final render views and the graphic system, then carried it through fabrication and onsite placement. The foliage mounds were shop built and trucked in as finished pieces, the daisy canopy was engineered as a lightweight ring frame with tensile petals, and every A-frame, stanchion topper and decal was drawn to sit inside the same palette.
SPECIFICS
Spatial Design
Creative Direction
Experiential Design
Brand Activation
Fabrication
Graphic Design
Art Direction
TECHNOLOGIES
Rhino
Enscape
Adobe Suite
CAD
CREDITS
CLIENT Athleta AGENCY Invisible Dynamics SENIOR SPATIAL LEAD Austen Goodman PHOTOGRAPHY Invisible Dynamics PROCESS PHOTOGRAPHY Austen Goodman VIDEO Invisible Dynamics
PROCESS
