creative Director:
event assets, social media, Graphic Design
matador network
agency:
Role:
A slice of the Highlands, built in Madison Square Park in two days flat.
The Ask
Visit Scotland partnered with a video production company on a campaign built to showcase the country's landscapes and culture - but a digital film alone wasn't enough. They needed the campaign to step off the screen: a physical pop-up in the middle of New York City that could turn a scroll-past moment into something people would stop for, engage with, and act on. The brief wasn't just visibility - it was bookings.
The pop-up needed to feel like a doorway - step through, and you're not in Madison Square Park anymore, you're somewhere colder, greener, and a little more magic. Visit Scotland partnered with a video production company on a campaign built to showcase the country's landscapes and culture, but a digital film alone wasn't enough. They needed the campaign to step off the screen: a physical activation that could turn a scroll-past moment into something people would stop for, engage with, and act on. The brief wasn't just visibility - it was bookings and Scottish hospitality.
I designed a fully branded pop-up experience for Madison Square Park, event signage, menus, a food truck wrap, and supporting social assets, built and installed in under 2 days (the tightest turnaround being the truck, in 3 hours). Every touchpoint had to feel authentically Scottish, not like generic event branding dropped into a park. That meant the visual language needed to carry a sense of place even at a glance: someone walking past should feel, before they read a word, that they'd stepped into a small piece of Scotland.
Every surface had to carry the brand at a glance. No time for a slow reveal, just an instant, unmistakable sense of place.
Design Approach
The goal wasn't to explain Scotland - it was to let people feel it, if only for a minute, in the middle of New York after work.
The pop-up gave people a reason to stop that a video alone couldn't. It turned "watching a campaign" into "standing inside one" - and gave Visit Scotland a real-world, shareable moment that pointed straight back to booking a trip.
On the day, the space came alive with live Scottish musicians, a yoga performance, and food from chef Tony Singh, with a QR code on-site giving attendees a chance to win a trip to Scotland.
why it works
