Soho Playground

The Soho Playground is a concept store located in Shanghai, China. It's a space that encourages authentic self-expression; a space that invites self-discovery through freedom of play and experimentation, in an inclusive and unrestricted environment that indulges our curiosity with a sense of surprise.

KEY CONTRIBUTIONS

Creative Direction: Led creative direction to develop initial concept designs for physical brand experiences, emphasizing enhanced customer engagement and brand identity, specifically tailored to resonate with the Chinese consumer.
Guidance & mentorship: Offered guidance and mentorship to the team, directing the art direction, customer journey, and interactive experiences for the store concept.

It’s a space that invites self discovery
through freedom of play & self-expression.

There were many NYC influences translated through texture, fixtures, and large visuals. The Social Zone
seating area fosters community and togetherness, and are inspired by the NYC steps in Times Square.