Role: Experiential Designer at Studio Messa
Location: Sydney — Rozelle Parklands, Entertainment Quarter, Sydney Harbour, Barangaroo
Brief: Design and produce the inaugural Nike Women's Race Series After Dark, a brand-defining global race series launching in Sydney. Challenging perceptions of women's safety at night and establishing the template for the worldwide series.
Key Responsibilities:
- Designed start line environment at Rozelle Parklands including wave staging layout, VIP zones, and runner amenities.
- Developed multi-day expo retail environment at Entertainment Quarter across three days, integrating bra fitting bar, styling services, and programming areas.
- Created post-race celebration experience at Barangaroo with nighttime lighting design, branded photo moments, and DJ booth.
- Designed key experiential activations along the 21km Sydney Harbour course past the Opera House and Harbour Bridge.
- Delivered against a brief focused on obsessing every touchpoint for the female athlete, from start line through to recovery.
Outcome: Successfully launched the flagship activation for Nike's global After Dark tour, delivering a nighttime running experience for 7,333 runners that challenged expectations around women's safety.
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