Founded and executed experiential magazine concept that pioneered "live publishing" format, creating interactive retail environments that transformed traditional media consumption into immersive brand experiences across London and NYC.

Role: Founder, Creative Director & Producer

Insight: Traditional print media was struggling with digital disruption while experiential marketing was emerging - there was an opportunity to reimagine publishing as live, interactive experience that engaged audiences through participation rather than passive consumption.

My Approach: Pioneered experiential publishing format creating pop-up environments that housed live photo shoots, interviews, screen-printing, and interactive artworks. Secured independent funding and managed complex logistics coordinating resident artists, fabrication, PR, and event programming across two international markets. Curated cutting-edge content including Adam Harvey's anti-drone surveillance fashion and Jason Pennick's GIF reanimator for crowd-generated covers. Created sustainable business model that generated significant media coverage while proving viability of experiential content formats.

Results:

• Successfully launched in two major markets (Carnaby Street London 2010, Lower East Side NYC 2013) proving concept scalability.
  
• Generated major media coverage including The Guardian, Design Week, PSFK, and Twin Magazine.
  
• Pioneered format that predicted rise of experiential retail and brand activations now standard in industry.
  
• Demonstrated entrepreneurial execution from concept through funding, production, and international expansion.