To celebrate the release of Angel Olsen's album All Mirrors, Spotify created an immersive experiential installation that invited fans to step inside the creative process behind the music. Inspired by the album's lead single and accompanying visuals, the experience transformed the act of listening into a journey of discovery, revealing the layers, decisions, and evolution behind the final recording.

As visitors moved through the space, the song gradually deconstructed around them. Instrumentation, production elements, and arrangements were stripped away section by section until only the original voice memo remained — an intimate recording that captured the earliest spark of the song's creation. The result was a deeply personal experience that gave fans a rare glimpse into the artistic process while creating a new way to engage with the album.

As Creative Lead, I oversaw the project from concept development through production and final execution. Working closely with Spotify's Artist Marketing team and Angel Olsen's management, I helped shape the experiential narrative, creative direction, and overall audience journey. From early ideation through fabrication, installation, and launch, I guided the development of an experience that transformed a song into a physical and emotional exploration of artistic creation.

ROLE: Creative Lead

RESPONSIBILITIES: Creative Direction, Audience Experience Design, Artist Marketing, Creative Strategy, Installation Design, Production Oversight, Cross-Functional Leadership