There was no brief for AREA15 because there was no precedent for it. A vacant lot in Las Vegas. A vision for 200,000 square feet of immersive experience — but no roadmap for what that actually meant, who should be in it, or what it should feel like to walk through the doors.

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That was the work. Before a single wall was built, we conceptualized the entire world: what experiences to create, which partners to bring in, how art, food, retail, and entertainment could coexist under one identity without any of it feeling accidental. I led the creative direction across concept development and experience curation — identifying and shaping partnerships with Meow Wolf, Intel, Todd English, Ibuku, and others — while simultaneously developing the founding brand identity, including the final logo and visual system that would hold it all together.

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The result was not just a brand. It was a place. AREA15 opened in Las Vegas in 2020 and became one of the most recognized immersive entertainment destinations in the country — proof that a category you had to invent from scratch could become a destination the whole world wanted to visit.