My ROLE
Creative Director, Project, Vendor, and Budget Management, Stakeholder
A 1,500 sq ft NY Toy Fair trade show booth and a dedicated toy building showroom, built to house multiple product lines, each with its own branding, while still reading as one cohesive company presence at one of the most attended toy industry events in the world.
THE RESULTS
Led design and creative direction for both the booth and showroom, managing a $350K budget covering design, development, shipping, and setup.
Chose lightweight stretched fabric over molded frames to create bold environments that could be reconfigured season to season, cutting shipping and storage costs across the multi-year project.
Coordinated across internal marketing, sales, product design, and senior leadership teams, outside fabricators, and shipping partners to keep every stakeholder aligned on the final booth and showroom design.
Thoughtful planning and material choices let the booth and showroom run across multiple product seasons within budget, even as product lines changed year-to-year.
