Overview

In the heart of Melrose, I launched Juicy Pizza—an immersive NY-style pie shop disguised as a love letter to Brooklyn. Leading the creative charge, I built the brand from crust to crust: art direction, copy, packaging, layout, merch, and a virtual menu that screamed Biggie. 

I brought in top graffiti talents to recreate a NYC bodega and deck out a fully custom “L Train” subway car inside the space. Every touchpoint was designed to trigger nostalgic NYC energy and my approach was to build an environment that felt more like culture than commerce.

Partnering with Presidential, we flipped the back lounge to create a members-only cannabis speakeasy, where I threw a celeb-packed soft launch with Chris Brown, Foodgod, JR Smith, and Al Harrington in the building.