Led the evolution of brand activations to resonate with younger consumers and emerging markets, expanding L.L.Bean’s experiential strategy beyond traditional activations into culturally relevant, high-impact pop-ups.

L.L.Bean Japan Collection Pop-Ups
Launched the first-ever U.S. release of the L.L.Bean Japan Collection, bringing products stateside for the first time since the brand’s 1992 Japan debut. Developed bi-coastal pop-up experiences that elevated cultural relevance and positioned the brand at the intersection of outdoor heritage and fashion. Earned national media coverage in outlets including InsideHook and Highsnobiety, strengthening brand credibility with style-driven audiences.

New York Fashion Week Icons Showroom & Pop-Up
Produced L.L.Bean’s NYFW Icons Showroom and Pop-Up, celebrating milestone product anniversaries while embedding the brand within contemporary fashion culture. Hosted 60+ media and industry contacts and drove sales of 2,000+ Boat and Tote bags in two days, featuring on-site customization through a local embroidery partner.

L.L.Bean NYC Residency (SoHo)
Architected and executed a six-week, weather-responsive Residency in SoHo, serving thousands of customers across 30 selling days and nine partner activations and events. The experience sold 2,500+ units across 50 styles, generated 48M OTS from 24 media placements, drove 33M+ social impressions, and resulted in a 20% lift in traffic to llbean.com.

Media Coverage:

Esquire: L.L. Bean’s Japan Collection Just Landed in the U.S.

Highsnobiety: L.L.Bean’s Japan-Only Clothing Line was Too Good to Stay Japan-Only

Town & Country: L.L.Bean Is Bringing Its Highly Acclaimed Japan Collection Stateside

RobbReport: L.L.Bean’s Japan Collection Makes Its Stateside Debut

Chain Store Age: L.L.Bean to open rotating SoHo pop-up