HBX NAT GEO OCEAN
AUDIOVISUAL INSTALLATION,
EXPERIENTIAL DIRECTION / DESIGN
For Nat Geo collection launch at HBX New York, HYPEBEAST's flagship store, we conceptualized and designed an ocean themed multi-sensory installation. Projection visual derived the iconography from the apparel such as iceberg, penguins, and octopus, creating a mesmerizing audiovisual experience for each theme. The soundscape was designed to evoke the sense of warm vastness of the ocean for warm hued visuals, and cold serenity for the iceberg visuals.





Renderings /
Final Iteration
Final Iteration




Renderings / Earlier Iterations






CREDITS
Client
Nat Geo, HYPEBEAST
Executive Producer (HYPEBEAST)
ELANA STAROSELSKY
Creative Director (HYPEBEAST)
PAUL HEAVENER
Direction/Design
SAYOKO OSADA
Visual/Associate Designer
CHRISTINE SIKKING
Soundscape
TRIANGLES
Fabrication/Tech
CHEMISTRY CREATIVE
Nat Geo, HYPEBEAST
Executive Producer (HYPEBEAST)
ELANA STAROSELSKY
Creative Director (HYPEBEAST)
PAUL HEAVENER
Direction/Design
SAYOKO OSADA
Visual/Associate Designer
CHRISTINE SIKKING
Soundscape
TRIANGLES
Fabrication/Tech
CHEMISTRY CREATIVE
All photos by Nate Schulls
All renderings by Sayoko Osada
HYPEGOLF
CLUBHOUSE
RETAIL ENVIRONMENT
SPATIAL DESIGN
A pop-up retail and community hub in SoHo designed for the launch of HYPEGOLF, a new golf-centric vertical from HYPEBEAST. Amidst the confinement of the pandemic, the need for expansion, simulation, and nature gave rise to golf as an apropos social activity. In designing the HYPEGOLF Clubhouse, these three core drives of global cultural context became the conceptual and aesthetic theme.
A surreal landscape and apparel installation encapsulates an infinite playing field inside a minimalist black glass box. Across the deep stretch of the store, perimeter plywood display units establish an architectural rhythm, interjected by matte black display units that divides the footprint at the center to create a more social environment for the rear half. Display units integrate abstracted newspaper-print photography turning the store environment into an experiential moodboard.












Renderings









CREDITS
Client
HYPEBEAST
Executive Producer (HYPEBEAST)
ELANA STAROSELSKY
Producer (HYPEBEAST)
DALENA LE
Creative Director (HYPEBEAST)
PAUL HEAVENER
Art Director (HYPEBEAST)
WES SO
Spatial Design
SAYOKO OSADA
HYPEBEAST
Executive Producer (HYPEBEAST)
ELANA STAROSELSKY
Producer (HYPEBEAST)
DALENA LE
Creative Director (HYPEBEAST)
PAUL HEAVENER
Art Director (HYPEBEAST)
WES SO
Spatial Design
SAYOKO OSADA
All renderings by Sayoko Osada
PROENZA SCHOULER
ARIZONA
FASHION PRESENTATION, SPATIAL DESIGN
Inspired by Land Art, we designed and executed a series of installations made of pink sand mounds, concrete monoliths, and LED screens at varying definitions.
Through a dreamy soundscape, guests encountered the Arizona letters rising out of a sand mound which acted as step and repeat. Descending down the central stairs into a glowing fog corridor, they got immersed into the lower-level dreamscape featuring fragrance display, tunnel with psychedelic visuals, stage, bars with sunset-inspired cocktails, and 21-foot wide LED screen.
Lit by the Arizona desert exploration imageries on the screen, guests danced their night away to DJ’s and special performance by SZA.
ENTRANCE

TRANSITION


MAIN SPACE


FRAGRANCE DISPLAY

TUNNEL


STAGE


Renderings





CREDITS
Client
Proenza Schouler + L'Oréal
Creative+ Production:
Bureau Betak
Art Direction + Design:
Sayoko Osada + Troy Hillman
Producer:
Laetitia Sebban
Proenza Schouler + L'Oréal
Creative+ Production:
Bureau Betak
Art Direction + Design:
Sayoko Osada + Troy Hillman
Producer:
Laetitia Sebban
All photos by Ethan Calabrese
All renderings by Sayoko Osada
All renderings by Sayoko Osada
NIKE BHM OUR KIN
EXPERIENCE, DIRECTION / DESIGN
Inspired by the celebration of African diaspora, I designed a multi-purpose workshop environment for Gen-Z leaders to reflect on their future. In the main space, we created colorful building blocks mixed with organic materials like wood, seagrass, and diverse plants. The vision board workshop featured trophy plaques that made the room sparkle in golden refractions.









Renderings






CREDITS
Client
NIKE
Production
CCNYC
Experiential Direction / Design
SAYOKO OSADA
Experiential Producer
JANE YU
Fabrication
MILLWRIGHT
Lighting Design
THESAN
NIKE
Production
CCNYC
Experiential Direction / Design
SAYOKO OSADA
Experiential Producer
JANE YU
Fabrication
MILLWRIGHT
Lighting Design
THESAN
All photos + renderings by Sayoko Osada