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Bringing the House of God to Melrose Avenue

Scope

Creative Direction

Design

Experience Design

Stage Design

The Client

For Fear of God's December 2017 collection, designer Jerry Lorenzo wanted to create an immersive store experience within the Maxfield LA Pop Up Shop space.

The Process

At the heart of Melrose Avenue, the Maxfield Gallery effectively transformed into a "House of God." An oversized LED screen was placed in the center of the space, acting as an altar to showcase vintage content of televangelist messages, Fear of God original content, and even a Sunday service. Wooden church pews also lined the center of the space, creating a powerful visual experience for consumers visiting the store.

A bright image of a hooded man against a dark, dimly lit, futuristic room
ALL PROJECTS
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