H&M at the Oculus, NYC

Art Director, Lead Designer, Notch Designer (interactivity design)

About the Project

We were brought onto the project by Scenester to produce an interactive installation in the Grand Hall of The Oculus in New York City. Working within one of the city’s most architecturally striking public spaces, the installation was designed to engage a broad, passing audience while operating at the scale and pace of the environment. The project required close coordination across creative, technical, and production teams to ensure the interactive elements functioned seamlessly within the high-traffic space. The result was a dynamic public-facing activation that transformed the Grand Hall into an immersive visual experience.

My Role

For H&M’s immersive and interactive pop-up activation at the Oculus in Lower Manhattan, I served as Art Director and Lead Designer. I led the creative direction from concept through execution, creating interactive elements using Notch and designing all additional screen content by editing and effecting footage provided by the client. This footage was shot to my specifications specifically for the project and tied directly to H&M’s current fashion collection. Working within the architectural rhythm of the space, I developed visuals that were bold, playful, and accessible, aligning with H&M’s brand language while fully activating the dramatic interior of the pop-up. The result was an interactive immersive retail experience that invited public participation and blurred the line between shopping environment, digital art, and experience.