GUESS hosts an immersive hotel takeover at The Standard Spa in Miami Beach to launch their 2024 Summer swimwear collection — bringing the GUESS Beach Club identity to life across South Beach.
Project Bio:
As part of the GUESS Visuals team, I collaborated closely with the PR
and events teams to develop and expand brand collateral across signage, environmental graphics, and activation materials for Miami Swim Week 2024.
Every touchpoint was intentionally designed to maintain visual cohesion across the full activation, from large-format exterior signage to on-site branded elements.
Visual Identity:
For this GUESS Beach takeover I had the honor of assisting in the development of the visual identity, the planning of all key space activations that drove hotel guest engagement, including a large directional sign as well as all branded signage and props, including cocktail menus and branded pillows throughout the outdoor takeover. Assisted with consistent brand positioning throughout all deliverables and branded assets.
Design Process:
This process consisted of high coordination with production vendors, providing artwork for all design elements, event logos, mock-ups and renderings necessary from initial concept stages through final production and installation.
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Wooden directional navigation sign - 7.5ft tall
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Surfboard wraps for event display activation
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GUESS Beach lifesaver decals
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GUESS Beach Towels
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Custom print cushions and pillows
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Pop-up shop interior wallpaper wraps
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Interior store signs and marketing collateral
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Drink Menus
Brand Activations:
Pop-Up Space:
For this event we also had a full pop-up shop takeover to capitalize on guest traffic and capture sales throughout the full GUESS Beach event time period. For this, we worked hand-in-hand with the visual merchandising team to craft a well curated product assortment, with an upscale boutique sophistication, to match the needs and demand of our target customer.
Event Attendees:
VIP Customers and key talent from the surrounding area including local Miami-based fashion & beauty influencers, and key leaders attended the grand opening cocktail event. Other attendees included the local and national press that were also in town for Miami Swim Week coverage.
The Standard Hotel Spa:
The Standard Miami is a high-end spa hotel, being the only Members Only Standard hotel in the U.S. with over 700 members. Located on Biscayne Bay Island with panoramic sunset views, and only 5-minutes from South Beach, this is a central hot spot location for all seasonal tourists and a safe haven for the trendiest Miami locals.
Members Demographic:
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Early 30’s - Late 40’s
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55% Male to 45% Female
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Elevated, fashionable tastemakers
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Prioritize health, fitness, & wellness
