Inspired by cardboard flatpack toys, the design explores the perception of depth and dimension through flat and interlocking figures. Flatness implies limited thickness and stages pictorial ideas of profile, shape, and thinness. Dimensionality, in contrast, creates inhabitation and immersion. Our experience design brought these strategies together through a familiar technique, ready to assemble flatpack products. In a city with never-ending instagrammable spots, we wanted to create our version of Paul Smith's ever-popular pink wall. By leveraging the iconography of the Golf le Fleur logo, the flower was transformed into a partition, a corner, a container, and a sign.

In the consumer tent, an L-shaped series of programs separated the consumer journey from the back-of-house, ensuring a premium and intuitive experience. A diagonal grain was overlaid on top of an orthogonal grid, subdividing the "L" into three vignettes, two footwear displays, a concierge desk, and a customization area. A language of intersections and extended edges were expressed through material assembly throughout the tent; from the big brackets that framed the vignettes, to the shelves for the heat presses, to the construction of the benches. All the end-grains of plywood were exposed, the lamination of wood with paint and metal sheets further iterated the flatness of the planes. Pink, blue, and biscotti colors were merged with galvanized metal and plywood, combining Tyler's playful aesthetics with Converse's gritty attitude.

Finally, the Gianno was amplified into an 11 ft tall slide. While the two elevations of the shoe became backdrops and walls of respite, their interior became a destination for the perfect boomerang.

Project: Camp Flog Gnaw
Location: Los Angeles
Date: November 2019
Experience Design Lead: Justin Jiang
Production: OBE
Fabrication: Axiom Custom, The Lab