Contributed to the experiential design of Cannondale’s 2015 pro cycling team launch, hosted at the Frank Gehry-designed IAC Building in New York City. The event introduced the new team through a highly produced brand experience that combined architecture, product storytelling, media engagement, and live global broadcast.

My role included event theme design, spatial layout, lighting direction, and fixture design across the full guest journey. The experience began with a pre-launch press event, followed by a cocktail reception in the product gallery, where guests engaged with the bikes, gear, and supporting brand stories in a curated environment.

The event culminated with the official team introduction in the main lobby, using the venue’s 120-foot by 11-foot interactive video wall as a dramatic media backdrop. This large-scale digital moment created a powerful reveal for the athletes and brand while amplifying the energy of the live audience.

As the first global livestreamed launch event in the bike industry, the experience extended beyond the physical venue to reach audiences around the world. The result was a polished, media-ready launch environment that elevated Cannondale’s team introduction and reinforced the brand’s position at the intersection of performance, design, and innovation.