In 2023, Formula One came back to Las Vegas with the Las Vegas Grand Prix. I lead the experience design for T-Mobile’s Signature Store on the Strip, taking it from early concept through final build, working closely with fabricators and vendors to execute a cohesive experience matching my design intent.
I started at the storefront with a full-scale F1 simulator attraction in T-Mobile livery, turning foot traffic into curiosity, and curiosity into participation.
The store spans two levels, so I developed F1-inspired wayfinding language to guide people through the store. I lead fabricators and print vendors to refine materials, finishes, and legibility.
Upstairs, the experience was social and replayable. I designed a miniature Las Vegas Grand Prix circuit and turned it into full blown 5G-powered racing experience, complete with racers paddock and seating for spectators.
The crown jewel was the custom figure-eight racetrack that kept races tight and interesting. I art directed the manufacturing process, ensuring a responsive and fun experience. Instead of just to referencing the race, we translated it into something physical, interactive, and exciting.
Conceptual Sketches
Conceptual Modeling
