Oakley approached The Art Dump, the creative team at Girl Skateboards, to create an immersive hybrid art space, showroom, community workspace and heavily branded skatepark. The inspiration for the project was highlighting eight seminal and historically relevant Los Angeles skate spots. The project involved creating unique assets around the concept to engage the space, the skatepark, a massive mural, and various events and workshops.
I spearheaded strategy for the art show that would also serve as the cornerstone for a broader environmental visual language throughout the space. The idea started with coming up with a standardized format in which each artist could work. I decided on a flag (which were displayed in the gallery and on the rooftop), a one of a kind pair of Oakley Frogskins and a limited skateboard deck to memorialize each of the skate spots. The vocabulary from these would then translate into environmental graphics, a mural, a large format publication and social marketing assets, while still allowing each artist to represent themselves and their own personal styles. The skateboards then went into mainstream release through Girl Skateboards and were accompanied by a variety of video marketing assets that further reinforced the Oakley: In Residence LA concept.