AVEDA
GLOBAL FLAGSHIP
HOARDING STUNT
ROLE
LEAD EXPERIENTIAL DESIGNER
ART DIRECTOR
SERVICES
CONCEPT DEVELOPMENT
CONCEPTUAL MOCK-UPS
PRINT ASSETS
SPATIAL DESIGN
RENDERINGS
TRANSFORMING ANTICIPATION INTO A BRANDED ARCHITECTURAL REVEAL.
PROJECT OVERVIEW
Developed ahead of the unveiling of Aveda’s first global flagship in Xintiandi, the project reimagined traditional construction hoarding as a strategic brand storytelling platform.
OUTCOME
The installation transformed a temporary barrier into a high-visibility experiential marketing moment—building anticipation ahead of launch while reinforcing Aveda’s positioning within the premium haircare and wellness landscape.
CREATIVE DIRECTION & STRATEGY
Rather than concealing the flagship during pre-opening construction, the concept transformed the façade into a living narrative introducing the future-forward identity of the “Avedacary.” The creative approach drew from Aveda’s sustainable heritage, botanical foundations, and holistic wellness philosophy to create intrigue without fully revealing the anticipated flagship retail environment.
A layered “pull-away” reveal interactive was integrated into the installation—allowing the opening date and campaign messaging to unfold progressively over time, encouraging repeat engagement from visitors within Xintiandi’s North Block.
LEADERSHIP & EXECUTION
The project required navigating the intersection of environmental graphics, architectural concealment, and luxury branding while working within operational and structural limitations. The system was designed to maintain visual impact at an urban scale while still feeling elevated, restrained, and aligned with Aveda’s globally evolving identity.
Once revealed, the two-story space culminated in the "Avedacary" blending retail with immersive experiences, including experiential initiatives: scalp analysis, aromatherapy zones, and sensory rooms featuring plant-based fragrances and soundscapes.