Charles Jeffrey for Dover Street Market LA
2025
Set Design
Art Direction
Graphic Design
Developed for Charles Jeffrey Loverboy’s pop-up at Dover Street Market LA, this project focuses on set design across spatial, graphic, and art direction outputs. Built to hold the brand’s theatrical and slightly chaotic energy, the space balances structure with play, keeping things controlled without losing its edge.
The brief was to translate Loverboy’s eclectic, punk-influenced identity into a spatial experience that felt immersive and slightly theatrical. Working closely with the team, the concept brings together bold visuals, sculptural forms, and playful details to mirror the energy of the collection without overcomplicating it.
The space shifts into something closer to a stage than a store, where fashion, art, and performance overlap. Visitors move through it rather than just shop it, stepping into the world of Loverboy, whether they meant to or not.
The sketches stay loose and instinctive, focusing on form before refinement. Pipe racks, warped structures, and slightly absurd, character-like elements begin to define the space, pushing it away from anything too expected. It’s less about getting it right immediately, more about seeing how far it can go before pulling it back.
The final installation brings the concept into a clear, physical form, balancing structure with moments of play. Industrial pipe racks anchor the space, keeping it functional and grounded, while the central sculptural piece introduces a more unexpected, almost character-like presence.
It draws attention without competing with the product, allowing garments, objects, and form to sit in conversation rather than hierarchy.
The space stays clean but never static. Graphics, colour, and form work together to guide movement through the store, creating a rhythm between display and interaction. Each element holds its position but contributes to a larger system, where nothing feels isolated or overly resolved. It sits somewhere between retail and installation, controlled enough to function, but loose enough to keep its edge.