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Texas A&M was looking for an intimate activation that would spark curiosity and encourage attendees to explore the university’s contributions to sustainability within the agricultural space. The goal was to spotlight their role in the Sustainable Food Movement through meaningful storytelling and accessible touchpoints.

The activation highlighted breakthroughs across land, sea, and even space, delivering these narratives through a thoughtful, immersive experience. Cohesive takeaway items were designed to prompt continued discovery, all set within the imaginative framework of The Marketplace of the Future.

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608k+

social media impressions.

2.5k

attendees over 3 days.

87%

favorable sentiment

Texas A&M rating.

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Answering this brief led to an exploration of tactile, inviting displays. I drew inspiration from the wonder of natural history museums and the refinement of modern luxury product showcases. The objective was to create a space that felt both futuristic and comfortably familiar, inviting, welcoming.

At the same time, we considered the practical expectations of a marketplace: How would guests receive giveaways? What moments could invite deeper learning about Texas A&M’s research? And most importantly, how could all these components coexist seamlessly within one cohesive, story-driven environment?

One of the most enjoyable challenges of this project was working within the constraints of the space itself, which was a compact 12’ x 12’ footprint in a venue with virtually no back-of-house storage. Every inch had to work hard, so we integrated hidden compartments within the structure to store and restock giveaways seamlessly. I love designing for challenges like this. They push creativity in unexpected ways and often lead to some of my favorite solutions.

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