PRIVATE PROPERTYDirective: Conceptualize a high-visibility intervention for sustainable furniture manufacturer UHURU during NYC Design Week.
Strategy: Orchestrated a strategic juxtaposition between high-end designer furniture and the "lawlessness" of the downtown graffiti scene. By brokering exclusive access to influential figures such as Earsnot (IRAK), KR (KRINK), and JIM JOE, the project transitioned the perception of "destroyed property" into prestigious "private property". Thea narrative-driven collision secured extensive global media coverage across design and lifestyle sectors.