Rosedale Center, owned by JLL, the same group behind the Mall of America, the nation's largest shopping center, boasts a long-standing legacy as a premier shopping destination spanning 1.5 million square feet over five decades. The space underwent a significant $80M renovation to revitalize its image, embracing a more modern, immersive identity under the leadership of Creative Director, DAVID MAXWELL. This partnership led to collaborative seasonal launches with influential brands like NIKE, Von Maur, Lululemon, Athleta, Ragstock, and emerging artists.


Role: Creative Director, Art Director, Photographer, Strategist, Designer. 

  1. First Ever NFT By a Retail Center
  2. Campaign Lookbooks
  3. Hero Spots
  4. Walk-In Installation
  5. Printed banners
  6. Digital Assets
  7. Face Filters


At the onset of the pandemic's easing, the objective was to rejuvenate the in-person shopping experience amid the growing trend of online purchasing. Over the course of a year, this initiative unveiled several campaign lookbooks and a prominent music video release, alongside diverse elements such as physical installations, interactive filters, photography, digital assets, and notably, the groundbreaking launch of the first-ever NFT by a retail center.

A central walk-in installation took the form of a floating room, serving as the focal point of the shopping center, engaging visitors with hidden surprises and influencer-led scavenger hunts for cash rewards at the stores. The box's exterior walls were equipped with VR technology, unlocking games and puzzles accessible via smartphone cameras.


  1. Kare 11 (Live TV Interview)
  2. Open Sea
  3. Outlander Magazine


︎︎︎Sarah Fossen
︎︎︎Lea Steele
︎︎︎Jessica Zerby
︎︎︎Joy Seet
︎︎︎Bret Fish