SPOTIFY UNDERGROUND X SEPHORA / MIAMI
Spotify Underground was an immersive, invite-only activation where Spotify and Sephora joined forces to blend music fandom with beauty culture. Built around the theme "Glow of Miami Nights," the experience took over the Event Space at 1111 Lincoln Road in Miami Beach and lived somewhere between a late-night dance club and a beauty playground — high-energy DJ sets from Anderson .Paak and Kitty Ca$h, experiential beauty bars stocked by Milk Makeup, Merit, Rhode, Fenty Beauty, and Danessa Myricks, and custom makeup looks matched to playlists, all under one roof. The goal was to make two distinct worlds feel like one: Spotify's bold, music-driven energy and Sephora's polished, beauty-forward aesthetic, fused into a single environment guests could step inside, move through, and capture. My role was to own the visual identity and carry it across every physical touchpoint in the room.
PROJECT /
BRAND ACTIVATION / EXPERIENTIAL POP-UP
ROLE/
ART DIRECTION / SENIOR GRAPHIC DESIGN
IDEATION
The work began with ideation — defining what "Glow of Miami Nights" actually looked and felt like as a visual system, then pressure-testing it against both brands' guidelines until it could stand on its own. From there it moved into creation and close collaboration with the Spotify and Sephora teams, refining the identity through rounds of feedback and adapting it to fit the realities of the space and the production timeline. The final and most demanding stretch was translating that system into physical output: prepping files for large-format print, environmental fabrication, custom carpet, apparel, and an array of on-site collateral — making sure every piece, at every scale, came back from the printer reading as part of the same cohesive world.
SHOWTIME
The identity lived everywhere in the room. I designed the environmental signage and large-format backdrops that anchored the space and became the natural gravity well for guests and photographers. I extended the system to the custom vehicle installations — decals and branded license plates that turned the vintage cars into photo-ready set pieces. Underfoot, custom carpet design carried the color story and motifs across the floor, tying the whole environment together. The smaller-scale pieces brought the identity into guests' hands: printed menus for the bar and beauty service, custom apparel that put the brand on the staff and talent inside the activation, and a series of posters and printed graphics that filled out the space and guided the eye. Functional and on-brand at every scale — from a license plate to a wall.
