SXSW

I led the creative direction and experiential design for Beats by Dre’s SXSW 2013 launch, creating an immersive environment that brought together artists, celebrities, and festivalgoers around the brand’s latest product innovations. The experience served as both a VIP hub and public-facing destination—blending music culture, product discovery, and celebrity energy into one cohesive brand moment.

The activation anchored the debut of the redesigned Beats Studio headphones and the introduction of the Beats Pill speaker, using artist gifting, live performances, and curated events to put the products directly into the hands of influential talent and tastemakers. From spatial design to storytelling, every touchpoint reinforced Beats’ position at the intersection of music, culture, and lifestyle—turning SXSW into a living expression of the brand.