AREA15

Client: Fisher Brothers / AREA15

Type: Experiential Design / Real Estate Redevelopment / Creative Consultancy

Services: Creative Direction / Creative Strategy / Experiential Design / Master-Planning / Business Development

AREA15 is one of a kind. 

200,000 square feet of immersive experiences, anchored by Meow Wolf and a robust program of live events, AREA15 has transformed a vacant lot into the Most Visited Attraction in the United States in 2022 (Blooloop/Placer.ai, 2023) and one of the The 10 Most Innovative Urban Development and Real Estate Companies of 2020 (Fast Company, 2020).

Beginning in 2015, I led our in-house team to develop the initial concept, strategy, and briefs for senior leadership at Fisher Brothers, the visionary real estate group who owned the property and would mastermind its development.

As the project shifted from concept to reality, AREA15 was founded as its own business, with Beneville Studios as formal partners in the project. Through it all, I remained a central part of the build-out, fit-out, business development and tenant recruitment, working as a consulting creative director, strategist, and overarching liaison between the artists, architects, designers, engineers, developers, and the AREA15 team that brought the dream to life.

Through the grand opening in 2020 and beyond, I continued to lead our studio team on the project, including plans to expand in Las Vegas and to multiple new locations worldwide.