Challenge: Designing a merch table for a multi-city national arena tour that stood out against standard setups while working across vastly different venues.

Opportunity: Build something both experiential and practical, designed for real-world use, repeated setup, and audience interaction.

Solution: Because every venue varies in size and layout, the system had to be modular. After studying typical merch tables, I drew inspiration from classic NYC newsstands, creating a concept that felt familiar, immersive, and visually distinct.

Execution: I led the project from concept to on-tour refinement:

• Researched NYC newsstands to identify key visual elements to translate into the setup
  
• Consulted with an experienced merch manager to ensure practicality and ease of setup across venues
  
• Sourced print vendors, materials, and formats based on sizing and technical constraints
  
• Designed and prepared all production-ready assets
  
• Coordinated printing, delivery, and all physical components including structures and supports
  
• Implemented proper lighting solutions to adapt to darker venue placements
  
• Joined the tour to oversee setup, troubleshoot issues, and refine the experience
  
• Added thoughtful details like a NYC playlist, plush pigeon, and cat to enhance immersion
  

Outcome: In a multi-artist arena tour environment, the setup became a clear standout. 

It drew consistent attention, encouraged fan interaction, and turned the merch table into a destination, proving that thoughtful design can transform even functional spaces into memorable experiences.