JLO Footwear
AGENCY:
theprojects* (New Moon)
YEAR
2026
INFO
JLO Footwear Launch was a concept pitch for the launch of Jennifer Lopez's footwear collection at Designer Shoe Warehouse (DSW) in New York City. Inspired by the glamour and energy of iconic American destinations, the activation invited guests on an immersive journey through New York, Miami and Los Angeles, culminating in an exclusive look inside JLO's wardrobe. The concept was personally approved by Jennifer Lopez before the project was ultimately cancelled due to the COVID-19 pandemic, remaining an unrealised but fully developed experiential retail concept.
BRIEF
Develop a concept for a retail brand experience that celebrated the launch of Jennifer Lopez's footwear collection. Produce presentation-quality 3D visualisations that translated the creative direction into an immersive customer journey, incorporating branded styling, product displays and interactive moments throughout the activation.
SOLUTION
Created a series of immersive environments inspired by key American cities, each showcasing the footwear collection through distinctive styling, experiential displays and photo opportunities. High-end 3D visualisations communicated the guest journey, spatial design and retail experience, enabling the concept to be clearly presented for stakeholder review while maintaining a cohesive, premium brand aesthetic.
