Spatial Planning
Logistics
Design & Build
At Mighty Jaxx, I developed and pitched event concepts through proposal presentations comprising sketches, mood boards and visual storytelling. Following the evaluation process, the selected concept was developed into computer-aided visuals and annotated technical drawings for fabrication.
I worked closely with third-party contractors throughout production and installation, communicating the design intent and reviewing the construction to ensure that the completed environment remained faithful to the approved concept.
DesignerCon Anaheim 2019
In October 2019, Mighty Jaxx participated in DesignerCon in Anaheim, California. Inspired by the releases of Bitchy Rich and Friendly Fire, the booth was designed around a bold military and institutional theme.
Metal mesh racks formed the main visual language of the space, referencing military storage systems and prison-like enclosures. These industrial structures provided a distinctive backdrop for the collectibles while reinforcing the attitude and narratives of the featured characters.
The final booth translated the products’ identities into an immersive retail environment, allowing the display system, materials and spatial experience to become part of the storytelling.
Click here to learn more about the event.
Platform 66 Bangkok 2019
In November 2019, Mighty Jaxx hosted Thai artist Mamafaka at Platform 66 in Bangkok, presenting a collection of merchandise and designer figurines featuring his iconic character, Mr. Hell Yeah.
The booth was designed to capture the energy of skate culture within a compact 6 × 6-metre footprint. A slanted half-pipe-inspired structure became the central feature, shaping both the visual identity and circulation of the space. Approximately six square metres were enclosed for storage and cashier operations, while the remaining area accommodated product displays and an organised customer queue.
An Interactive Photo Opportunity
To extend the experience beyond product display, I developed a three-frame illustration showing Mr. Hell Yeah performing a skateboard trick. Gaps were intentionally created between the frames, allowing visitors to position themselves within the sequence and become part of the artwork.
This transformed the backdrop into an interactive photo opportunity. Visitors could capture and share their photographs on social media, organically extending the booth’s visibility beyond the event itself. The final design combined retail planning, character storytelling and audience participation within one cohesive environment.
Watch Platform 66 2019 on the Mighty Jaxx YouTube channel.
Culture Cartel 2019
The Culture Cartel booth was conceptualised as an urban American alleyway—a setting commonly associated with underground art and street culture. Monochrome wall graphics and stencil-inspired illustrations created a raw, graffiti-influenced atmosphere referencing the visual language of Banksy’s work.
Yellow was introduced across the other half of the space as Mighty Jaxx’s identifying colour. The contrast helped distinguish the brand within the darker street environment while creating a clear visual division between the storytelling and retail areas. The completed booth combined an independent street-art character with a recognisable Mighty Jaxx identity.
Two Events, One Deadline
In December 2019, Culture Cartel and Singapore Comic Con took place during the same period. Delivering two event booths concurrently was challenging, as both projects had tight production schedules and fixed opening dates. Careful coordination was required to progress the designs, communicate with contractors and resolve fabrication details while maintaining two distinct visual identities.
Wonderland Pop-Up Store
In mid-December 2019, Mighty Jaxx collaborated with I.T Hong Kong to create Wonderland, a pop-up retail experience at The ONE shopping mall.
Inspired by the atmosphere of a carnival, the space incorporated warped mirrors, a Ferris wheel, train carriages, a carousel and a hot-air balloon. Rather than treating these elements as decoration alone, they were integrated into the merchandising strategy. Products were displayed across the different carnival-inspired structures, encouraging shoppers to move around the space, discover the collections and interact with the environment.
An Open and Inviting Layout
Unlike a conventional store enclosed by walls and a defined entrance, Wonderland occupied an open area in the middle of the mall. This meant that the pop-up needed to attract shoppers approaching from multiple directions.
An open-concept layout was therefore proposed to maintain clear sightlines into the space. The larger carnival features created visual landmarks without forming unnecessary barriers, while the product displays remained visible from the surrounding walkways. This allowed passing shoppers to understand the concept immediately and enter the space naturally.
The result was a retail environment that combined visual storytelling, interactive displays and practical customer circulation. By turning familiar carnival attractions into merchandising features, Wonderland presented the products as part of an experience rather than as items on conventional retail shelves.
Taipei Toy Festival 2020
The Taipei Toy Festival took place between November and December 2020. Due to COVID-19 travel restrictions, our team was unable to oversee the booth installation in person. The production, construction and event logistics were therefore coordinated remotely with third-party vendors through WeChat.
Without being physically present at the venue, clear communication became especially important. The contractors had to understand the drawings and design intent accurately, while construction progress and on-site decisions were reviewed remotely to keep the project aligned with the approved concept. Bringing Picky Eaters to Life
The booth was designed around the playful visual identity of the Picky Eaters collection. Bold geometric graphics extended across the walls and display structures, allowing the illustrated patterns to blend into the physical environment.
Instead of functioning only as a decorative backdrop, the graphics helped unify the merchandise displays and create a distinctive, recognisable presence within the exhibition. The completed booth successfully translated the collection’s character into an engaging retail environment—despite the challenges of delivering the entire project remotely.
The Taipei Toy Festival took place between November and December 2020. Due to COVID-19 travel restrictions, our team was unable to oversee the booth installation in person. The production, construction and event logistics were therefore coordinated remotely with third-party vendors through WeChat.
Without being physically present at the venue, clear communication became especially important. The contractors had to understand the drawings and design intent accurately, while construction progress and on-site decisions were reviewed remotely to keep the project aligned with the approved concept. Bringing Picky Eaters to Life
The booth was designed around the playful visual identity of the Picky Eaters collection. Bold geometric graphics extended across the walls and display structures, allowing the illustrated patterns to blend into the physical environment.
Instead of functioning only as a decorative backdrop, the graphics helped unify the merchandise displays and create a distinctive, recognisable presence within the exhibition. The completed booth successfully translated the collection’s character into an engaging retail environment—despite the challenges of delivering the entire project remotely.
