Role: Experiential Designer and Lead Creative at Studio Messa

Location: 383 George Street, Sydney

Brief: Design a multi-day women's activation during Sydney Marathon race week that positions Nike as a brand that genuinely understands female runners. Capture the intersection of sport, style, and culture, celebrating women who choose the harder road while creating a distinctively Nike environment with strong social amplification potential.

Key Responsibilities:

• Led all concept development, spatial design, and art direction as sole creative across the entire activation, from brief interpretation through to built environment.
• Developed the overall spatial narrative and consumer journey across multiple zones, translating Nike's "harder road" campaign into a cohesive physical experience.
• Designed and visualised every zone including the AP Bakery patisserie, beverage bar, retail capsule collection, nail art activation, custom scent building experience, banquette lounge, change rooms, and finish line florals stand.
• Directed the external street presence strategy including Vapour Red window decals and branded bike installation to drive discovery from George Street.
• Designed the level 1 arrival mural and entrance environment as the first brand moment post-escalator.
• Made all key material and atmosphere decisions, balancing raw concrete and exposed services against warm tones, deep red draping, and soft lighting to hold the tension between grit and femininity.

Outcome: Delivered a premium multi-zone activation celebrating female runners during Sydney Marathon race week, bringing together sport, style, and culture under one roof. The space served her across pre-race, race day, and post-race moments, with every touchpoint designed to make her feel seen, celebrated, and inspired to choose the harder road.