CB2

In-Store Music Events

CB2 needed an innovative way to engage customers and bring a fresh energy to its stores through a summer concert series that would draw in a younger, culturally-savvy audience.

As Creative Director at Roc Nation, I led the transformation of CB2 stores across the country into vibrant, late-night discothèques. Drawing inspiration from New York’s legendary AREA club scene of the 1980s, we designed an immersive series of music events that brought fashion, art, and music together in an unforgettable retail experience. This creative approach not only reinvigorated the brand’s in-store presence but also attracted a new generation of consumers who associated CB2 with cutting-edge culture.

Agency: Roc Nation
Role: Creative Director
Multi-City, 2017