As Creative Director at MKG, I lead the creative team designing Wired Magazine’s annual holiday pop-up store. For the month-long activation, we secured a massive empty retail space in Times Square. The challenges were many: bring a beloved and forward thinking publication to life in a new way, showcase emerging technologies and products, incorporate the needs of advertisers, display hundreds of products within a coherent and fun shopping experience all while providing multiple points of engagement that would have consumers coming back again and again. My creative inspiration for all this was the pixel–the base unit of the computer-based visual. Flowing from that, I guided the team to reinterpret the concept continually over multiple points throughout the space: the exterior signage, product display, lighting, graphics and structural elements.