Role: Experiential Designer and Lead Creative at Studio Messa

Location: Emporium, Melbourne CBD

Brief: Amplify Tommy Hilfiger's inaugural Cadillac F1 sponsorship at the Melbourne Grand Prix by creating a retail installation that bridges fashion and motorsport culture. Drive brand heat for the TH x Cadillac apparel range while engaging both style and racing audiences during race week.

Key Responsibilities:

• Led concept development, spatial design, visual creative direction, and on-site styling across the full installation, working collaboratively with Tommy Hilfiger's local and global teams.
• Developed the overarching spatial concept, a shipping container-inspired structure that brought the energy of the pit lane into a premium retail environment.
• Directed the retail display design and product presentation for the TH x Cadillac F1 apparel range.
• Integrated two racing simulators as interactive hero moments, balancing fan engagement with the brand's aspirational lifestyle positioning.
• Directed materiality, atmosphere, and art direction across the full installation to hold the tension between Tommy Hilfiger's Classic American Cool DNA and the world of Formula 1.

Outcome: Delivered a retail installation in the Emporium Melbourne atrium during the inaugural Melbourne Grand Prix race week, giving Tommy Hilfiger a physical presence in one of Australia's premier retail destinations at the moment of the brand's F1 debut.

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