Taking the brand on the road
Newport Pulse was designed to be more than an activation; it was an experiment in what happens when you roll street culture, retail, and brand storytelling into one mobile experience. Housed in a fully reimagined tour bus, the project aimed to connect with communities in key U.S. markets by blending content creation, fashion collabs, and live social spaces.
As part of the creative team, I was responsible for the spatial storytelling and modular design strategy that shaped the experience across three distinct zones: the Lounge (a hybrid content studio and DJ booth), the Retail/Co-Lab (a showcase for LT2021 streetwear designers), and the Patio (a stoop-inspired hangout that extended the activation outdoors). My role was to ensure each space felt connected, flexible, and aligned to Newport’s raw, street-born identity.
The design approach wasn’t about building a static booth; it was about creating an adaptable ecosystem that could carry Newport’s brand from city to city, meeting audiences where they lived, played, and partied.
A cultural stage
Although COVID and shifting budgets meant Newport Pulse never launched, the final execution delivered a Swiss-army-knife solution to in-person brand building. By designing for flexibility, the concept gave Newport a way to shift perception, from passive product to active cultural instigator.
The work proved that even when the doors never opened, the thinking still mattered: the system provided a blueprint for how legacy brands can reimagine themselves as cultural players. For me, it was a chance to push modular design into a new dimension, one where identity isn’t just seen, but felt, lived, and shared.
