For the brand's first-ever retail debut, we built an experience that didn't just display a product — it transported shoppers into a world. We built Patty's Farmers Market — a fully immersive booth experience themed around Patty the Cow, one of Squishmallows' most iconic characters. Every detail, from the scalloped market stall to the candy bar to the plush pink carpet underfoot, was designed to feel like stepping inside the brand. As Creative Director, I led the booth from first sketch to final build. That meant owning the full ideation process, driving every design decision through production, and — most importantly — thinking about the experience from the attendee's point of view at every step. The goal was never just a beautiful booth. It was a journey. One filled with intentional surprises, moments designed to stop people in their tracks, and details that rewarded the curious. Everything was built with shareability in mind — so the experience wouldn't stay within the four walls of the event, but travel far beyond it.