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When some good friends came to us, they were in the dreaming phase of their latest restaurant concept. They had an award-winning chef, a neighborhood hungry for something new, and a great space to hold it all.

With an ambitious plan–part sports bar, part restaurant, private dining areas, a take-out window, and an arcade–they needed a story and an identity to support it. All centered around insanely, delicious fried chicken.

Excited to dig in, we began by mining inspiration from the Sellwood neighborhood, including local wildlife and attractions. We envisioned a fun, sporty yet polished vibe that felt inviting and genuine. A versatile gathering place that filled the niche for all kinds of folk. Nothing pretentious or highbrow.

Beyond the core identity, the toolkit features illustrations of various local “mascots,” an array of badges, lockups, and wayfinding elements while our color palette was influenced directly by the Oregon state flag.

In addition to the visual identity, we also led the effort on brand experience within the space. Before the walls even went up, we were helping to define where to locate key brand moments and how we could infuse the playful energy of the brand into the environment.

From there, we worked directly with the interior design and production teams to make it all happen

I really like the vibe there, I love the scoreboard and the art. Their tots are salty and they have a bunch of different sodas.

In the period prior to Holler’s grand opening, we began work on the Holler digital experience, first in the form of a simple teaser landing page displaying limited info. From there, we created a more robust dot com presentation, fully announcing the restaurant opening - equipped with menus, reservation instructions, online ordering details, and a bit of brand storytelling.

As the build out of the Holler space neared completion, our client approached us with the idea of creating a Holler mobile food truck, to pop-up at events and take the Holler experience remote. The truck was a blast to create, allowing us the opportunity to play with the visual language we had developed and to see Holler take the show on the road.

With an intention to create a whimsical, sporty vibe, we also aimed to instill a sense of neighborhood pride in the artwork. Sellwood-Moreland is a charming, low-key corner of Portland, home to a migratory bird refuge and one of the oldest amusement parks in the country. We took inspiration from the Oregon state flag, local wildlife, and the ancient Oaks Park roller rink

Holler

Mega was asked to partner with Jordan in the design of a new flagship experience for Los Angeles. What started as a hail mary pitch opportunity became the project of a lifetime.

Our brief was to create a multi-functional space that would embrace, inspire, and adapt to an evolving consumer — something much more than just a place to shop. It had to deliver on their dream of a truly holistic brand experience that blurred the lines between product, lifestyle, art and sport. And of course it had to be 100% LA.

Our strategy was to use open sightlines and transparent materials to connect the different levels of the experience while also integrating adaptable systems that would allow the space to evolve over time.

We designed a new modern glass storefront to stand in contrast with the fully restored 1928 terracotta facade.

The full size rooftop court is a one of kind performance space with an innovative engineered glass playing surface and adjustable LED court lines.

A completely new interior was designed with a restrained material palette, visual symmetry, and shared sightlines.

The 2nd level was designed to be a series of adaptable brand spaces that can flex to create unique brand activations.

Jordan is a brand that simultaneously pushes forward with innovation while honoring a legacy of greatness. We wanted to echo that juxtaposition throughout the space with artful expressions that balance the old with the new – and do so while deepening the connections between the brand and the the city to Los Angeles.

The "Switch of Hands" sculpture was designed to be the anchor story within the overall experience — connecting all 3 levels of the space with a single gesture that honors one of the most iconic plays in NBA history.

The Game Shoe case highlights the entire legacy of signature Jordans in an all glass partition.

We designed the Service Bar as a customization maker space that can be reprogrammed with of the moment activations.

The Flight Lab training space is outfitted with next gen tech and designed to develop the athletes of the future.

Everything was designed to be pro, including a pair of full size locker rooms that can playback game footage.

From the onset, we were also creating a brand identity and 'spirit' for 620 – one that would manifest in the form of signage, naming, wayfinding, brand storytelling and interior styling.

This was a massive undertaking and took the collective efforts of many teams working in concert. Special thank you to the following partners:

Photography by Mo Dauod / Videos in partnership with NYLAC

Jumpman DTLA Flagship

As part of the 2018 Air Max Day celebrations, we partnered with Nike and Foot Locker to bring a unique experience and energy to Foot Locker Doors in Houston, New York and Los Angeles.

With the goal of developing an experience that was interactive and share-able, we concepted and created two unique interactive AR experiences for all three cities to drive traffic to Foot Locker for the launch of the Air Max 270.

In New York and LA we built a unique multi-array camera photo booth that store visitors could interact with and generate content that they were able to share to their social channels, and in real time, was pushed to one of the highest visibility billboards in Times Square. The experience took place over 3 days in both cities and ultimately gave sneakerheads a fun and unique way to celebrate Air Max Day.

In Houston we had an interactive experience that was housed in our branded Air Max Day truck and traveled to multiple locations over 4 days. A coordinated social campaign with Foot Locker alerted Houston area sneakerheads to the upcoming stops. At each stop, people could purchase exclusive product and participate in an AR experience that pushed content to their social feeds.

The AR experience was an interpretation of Nike's overall visual campaign. Upon entering the booth consumers were prompted to "blow a bubble" and an augmented bubble appeared on the screen and mimicked the users behavior. We worked closely with our tech partner to design 3 unique animations - the first grew the bubble to the size of the screen, the second grew the bubble to the point where it popped and the third grew the bubble to the point where it detached and floated off the screen. Consumers then received a gif of the interaction directly to their cell phone, which then could be pushed to social.

Ultimately we gave sneakerheads a chance to experience Nike and Air Max Day first hand, while laying the foundation for future brand activations in Houston.

Special thanks to our partners Dot Dot Dash who took our concept direction and served as our technical lead on both experiences and thanks to Matchless Build who built and installed both experiences.

Nike Air Max Day

The brand of flight has been deeply connected to LA since it's origination. MJ won his first gold medal at the 1984 LA Olympics. He seized his first NBA championship on the road in LA. Today the connection and commitment is even deeper, with hometown roots of Jordan athletes Russell Westbrook and Kawhi Leonard running deep.

Host of the 2018 NBA All Star Weekend — Los Angeles is a city like no other in terms of its influence on sport, fashion and culture. To make the stakes even higher, this was to be the first time ever that the Jumpman would be on the game jerseys — as the official on-court apparel brand. The brand had to go big and had to cut through.

In partnership with Jordan, we created a set of brand activations throughout the city that did just that. Across LA we created disruptive experiences that set the brand apart through a new forward looking mentality, while at the same time celebrating the Jumpman culture. Out in East Los Angeles, downtown on Broadway, up in Hollywood, and in the heart of Little Tokyo — the strategy was to share the unique personalities of the brand in distinctly different locations.

In East Los Angeles, we did what no other brand was doing and took our experience to the kid rather than the other way around. Our concept was the Jumpman Festival — and it was a celebration of the game, art, and community as a whole.

Immersive storytelling experiences intended to set the bar for the future of retail for Brand Jordan.

When in East LA...LaMarcus made a stop by the Jordan Brand store for a special event #NBAAllStar twitter.com/spurs/status/965012549065297920

For our product customization activation, we wanted to do something both artful and hyper-local. We landed on a concept and format that combined direct to garment printing and live airbrushing, allowing the consumer to create their own stories on the spot.

To anchor the court experience, we worked with local artists to create massive mural installations. At one baseline we commissioned DEFER (Alex Kizu) to paint a giant piece that's inspired by Jordan. On the other baseline we worked with an amazing hand lettering artist named Luis Rodriquez, who created a piece showing the historical (and comically long) name of the City of Angels.

In Downtown LA, we went in a completely different direction — we transformed an existing retailer into the Jumpman Gallery, a sneaker boutique experience intended to set the foundation for the future of retail for Brand Jordan.

To elevate the retail experience we wanted to pull back on how much product was on the floor, resulting in more focus and less clutter.

No detail was overlooked. To create our Jumpman retail storefront we created an entire new entryway. The black/white split continued through to our dressing room, leaving almost all of it in the white. DJ’s set the vibe all weekend, rather than a playlist. Even the staff dress was dialed, with most everyone opting for AJ-I’s.

We wanted to contrast the stark and futuristic environment with something more personal and human. We landed on an approach using hand lettered storytelling that added depth and meaning to the experience.

Work

Holler

Jumpman DTLA Flagship

Nike Air Max Day

Jordan NBA All-Star LA