SOHO RETAIL LAUNCH

As Creative Lead, I directed the design and execution of the Beats by Dr. Dre SoHo retail store—overseeing architecture, store fixtures, and the full in-store experience. I helped translate the emotion of sound into a physical environment, crafting a space where product, culture, and storytelling worked together to immerse visitors in the Beats brand and its creative DNA.

Located at 67 Greene Street in SoHo, the store began as a pop-up in late 2011 before evolving into a permanent flagship. It served as a key physical touchpoint for fans to experience Beats firsthand outside of Apple Stores, anchoring the brand within one of New York’s most culturally influential neighborhoods and reinforcing Beats as both a sound and cultural movement.