Experiential branding

Brilli Wellness Circadian Lighting
Creative Director

Showfields started what we now know today as an interactive brand installation: a marketing experience that actively engages customers in a physical space through activities that engage their senses.

Their large warehouse-sized building in the NoHo neighborhood of New York City was the original flagship location, and the space of an interactive installation for Brilli Wellness lighting that I concepted and oversaw the installation of.

Display area with shelves of light bulbs labeled 'brilli' and a small sink with a blue cabinet, illuminated with bright lighting.

My Approach

I sought to drive brand awareness and education of Brilli Wellness Lighting and products in its first year of launch, when awareness was at its lowest. As an online-only brand at the time, having a high-traffic space where customers could experience was critical.

I wanted to ensure the experience was differentiated, functional, and memorable, and our goal was to capture the media’s attention for wider reach. to achieve these goals, I designed:

  • A Wind Down lounge with furniture in the product’s Pantone shade, and custom-illustrated wallpaper that utilized a “power cord” to create figures engaged in work, rest, and healthy activities, along with light bulbs and fixtures.

  • Wall-mounted ceiling fixtures that created an interactive area where visitors could “play” with the brightness and hue settings of Brilli’s Get in Sync collection.

  • A Charge Up bathroom model that utilized both Charge Up bulbs and Brilli’s Look Up LED mirror. The bathroom vanity was in Charge Up and Look Up’s Pantone blue hue.

  • Messaging on the floor and walls that reinforced key health and wellness benefits of Brilli’s products.

Using a floor plan, I laid out creative concepts in a visual moodboard, including direction on props, messaging, and of course: the lighting. I oversaw the installation on-site in January of 2020.

An interactive exhibit with a bathroom scene, including a blue sink and mirror with backlit LED lights, and a black wall with white text explaining charging up lights, connected to a dark room with orange chairs and a wall of artwork behind a string
A blue bathroom vanity with a sink, a mirror with LED lighting, and a sign on the wall with instructions to look up for better lighting conditions.
A cozy corner with yellow chairs, a small table, decorative wall art, and a yellow floor mat with the words "Restful Nights" written on it, viewed through black curtain strings.
A man in a blue shirt looking at a bright circular light display on a dark brown wall.
A storefront sign outside Showfields on Bond Street with the text "The most interesting store in the world..." and the address 11 Bond St., in New York City.
A black wall with white text that reads, 'Goodbye blue light, hello sweet dreams.'

the results

e-commerce partnership

Wayfair logo in purple on a black background

dedicated article

Black silhouette of a woman sitting on a swing holding a balloon, with trees in the background.

“2019 holiday gift guide” feature

The logo of People magazine in black text on a white background.

increase in product sales yoy
(2019 vs. 2020)

1000%+