To launch Lizzie Armanto's first signature shoe for Vans, we created Somewhere Else Entirely, an immersive brand experience inspired by the dreamlike world of Alice in Wonderland. Hosted at Goya Studios in Los Angeles, the event transformed the product launch into an interactive journey that invited guests to explore the shoe's key innovations through a series of surreal environments and experiential installations.

Designed around the product's core pillars of Durability, Sustainability, and Universal Fit, the experience blended storytelling, product education, and community engagement within a whimsical psychedelic garden where visitors could gather, explore, and skate. The event served as both a celebration of Lizzie's unique perspective and a tangible expression of the values behind the shoe itself.

As Creative Lead, I oversaw the project from initial concept development through production and launch. I helped shape the creative strategy, experiential narrative, environmental design, and visual identity of the event while partnering with cross-functional teams, fabricators, producers, and brand stakeholders to bring the experience to life.

ROLE: Creative Lead

RESPONSIBILITIES: Creative Direction, Experiential Design, Event Concept Development, Production Oversight, Brand Strategy, Cross-Functional Leadership