~A star-studded event~ Sarah Hyland herself attended the event to talk about her Kohl's curation and enjoy the pop-up experience.
Kohl's
If I had to guess, I'd estimate 80% of the work I've done in the last decade has been either social media or websites, 12% presentation design, 7% print/package design, and 1% event design. This Kohl's project was part of that 1%. I was tasked with creating a press and social influencer event that would incorporate an in-person interview, two celebrity curated collections of products, six additional product collections, giveaways, in-person activities, a nod to retro Kohl's campaigns, as well as new-to-Kohl's brand messaging, and food and beverage. All while being my first press event. Uh, yes, I think the word we're looking for here is sheeeeeeeeeeeeeeesh.
One of the funnest things about this project was designing the feature areas for our two celebrities, Sarah Hyland (who was present at the event) and Lea Michelle. Both of these icons had been part of Candies ads Kohl's ran decades ago, and are being incorporated into new ads reminscient of those. In addition to featuring both new and old ad imagery in the space, we wanted to create areas that reflected those ads as well. For Sarah, we recreated a comfy living room where she was also interviewed on site. For Lea, we recreated a stairwell in the household of a busy family, complete with toys and a bit of clutter.
