Role: Experiential Designer at Studio Messa
Deliverables: Flagship women's half marathon experience for 7,333 runners. Multi-day expo activation at Entertainment Quarter, start line environment at Rozelle Parklands, on-course activations along Sydney Harbour, finish line and post-race celebration at Barangaroo with lighting design, photo moments and DJ booth featuring surprise performance by Jorja Smith.
Key Responsibilities: Designed comprehensive experience for Australia's largest women's-only half marathon and Nike's global Women's Race Series After Dark inaugural event. Led start line development with wave staging, VIP zones and runner amenities. Developed expo retail environment integrating bra fitting bar, styling services and programming areas. Created nighttime finish celebration with lighting design and recovery-focused spaces. Designed key activations along harbour course.
Outcome: Successfully launched Nike's global After Dark tour flagship, delivering nighttime running experience that challenged expectations around women's safety. Event received overwhelmingly positive feedback, establishing template for subsequent global tour stops. Sydney's half marathon distance and iconic harbour location established it as pinnacle moment of worldwide series.
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