Led the design and development of a custom bicycle display system for the Sea Otter Classic at Laguna Seca Raceway in Monterey, California. The goal was to create a distinctive manufacturer presence that could showcase four different bike categories while visually connecting each product to the terrain and riding conditions it was built for.
To ground the concept in the California setting and create a strong material story, I drew inspiration from gold mining sluice boxes. This form language provided a rugged, regional reference while creating a practical structure for presenting bikes, terrain materials, and category-specific storytelling in a highly visible event environment.
The displays were developed under an aggressive timeline of less than two months and a modest $5,000 budget. Despite those constraints, the final system delivered a memorable and highly differentiated presence on the festival grounds.
The result was a successful experiential display platform that attracted significant attention from media and consumers and helped the brand stand out as one of the most visually dominant manufacturer presentations at the event.
