Done whilst working for design studio Hotel Creative, I concepted the interior of the original UNDFTD store in LA for the week-long pop-up display that would launch the new range. Three routes were initially thought-out; all referencing 90's rave and street culture. The brief required that campaign photography should be core to the space. The design used gallery-inspired projected imagery along the centre of the unit, with wraparound neon along the floor uplighting the blacked out interior. Neons used throughout in campaign colours red and green was designed to highlight the product and reflect on the content and presentation of the photography giving the interior the feeling city street at night.