PAKA brought me on to architect a five-week experiential tour across the Western US – an initiative designed to introduce the brand to new communities through immersive outdoor experiences, retail partnerships, and localized storytelling. My role spanned creative, logistical, and operational leadership, shaping everything from the physical brand world to the day-to-day touring engine behind it.

The foundation began with the experience itself. I designed a modular, mobile brand environment that could be installed, broken down, and re-imagined across multiple cities – anchored by signature elements inspired by their flagship store in Cusco, Peru. We built handcrafted signage, a custom merch footprint, coffee and beverage stand, and alpaca pen. Yes, for live alpacas.

From there, I built the full touring infrastructure: travel, lodging, and routing for a three-person production team; coordinating with local retailers, NGOs, and sponsors; and managing all tour finances, vendor contracts, and fabrication needs. I hired and oversaw local crews in each market including fabrication needs, audio teams, and more.

On the digital side, I designed performance-driven paid social assets and landing pages that translated early interest into RSVPs, store traffic, and on-site engagement.

The tour delivered a high-touch, community-driven experience that brought PAKA’s brand values to life in real time. Each city hosted a fully realized environment: music, merch, storytelling, alpacas, and local partnerships woven together into a cohesive outdoor sensory activation. The integrated digital-to-physical pipeline drove consistent attendance and meaningful product interaction.

Most importantly, the tour produced record-breaking sales days for every retail partner we visited, turning each activation into a commercial success as well as a brand moment. The result was a scalable, memorable touring model that deepened PAKA’s footprint across the West and set a new benchmark for community-led experiential retail.