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EXPERIENTIAL STRATEGY, SPATIAL DESIGN, PRODUCTION
A storefront for telling story for Everlane
For Everlane’s launch into the underwear category, I worked with the apparel and accessories brand to conceptualize and produce The Under Line, a two-day experiential activation in New York City and Los Angeles.
Using the launch campaign’s messaging and visual direction as foundation for the experience, I conceptualized an exhibit-like installation for visitors to navigate and explore the marketing story come to life. I consulted for Everlane from initial concept brainstorms through spatial design development of the branded environment, and managed production for each venue through to install day.
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![](https://freight.cargo.site/t/original/i/b11234042a5d259314dc986e9de1aff1a13e3433061cd1477757e4c5c73defe5/StephanieTam_Everlane_06.jpg)
Visually inspired by the product itself, the activation was designed with curved structures and cut-out forms assembled to reveal the experience in paced moments. As guests explored the linear space, the product narrative unfolded the story in chapters through interactive touch points: a listening station with factory interviews, a large-format visual and video content, and a tactile material display to learn and discover.
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The final phase of the experience culminated in a surprise-and-delight interaction with the product itself — after completing a personalized product quiz, guests received a pair of the new product for free, dispensed from an interactive vending machine in a matter of seconds.
![](https://freight.cargo.site/t/original/i/9ab021b50240da08813a7f27ef72dc2f0bf691f0e59133f43a9d95f2fa866399/StephanieTam_Everlane_05.jpeg)
![](https://freight.cargo.site/t/original/i/aa2242d74ae6cc4b114450bde674fdc3c69a5a1feb56cb97eabe7be98e8b4ef6/StephanieTam_Everlane_04.jpeg)
Fabrication: Square Design
Environmental Signage: Carla Poirier and Zara Moore
Photography: Guillermo Cano and Paulsta Wong
Environmental Signage: Carla Poirier and Zara Moore
Photography: Guillermo Cano and Paulsta Wong