Living in Ma
for Merida Studio | 2025 | Environmental Design, Graphic Design, Project Management
Translating a complex, evolving exhibition concept into a refined, buildable booth for the studio's return to Design Miami.
For Design Miami 2025, I led the execution and promotion of Merida Studio’s Living in Ma exhibition, translating an ambitious, spatially complex concept into a refined, buildable booth under tight constraints. Acting as the bridge between artistic vision and real-world execution, I developed floorplans, coordinated with the fair’s build team, and created supporting marketing materials while adapting to evolving limitations. Despite major pivots and remote coordination challenges, the project strengthened the studio’s presence in the collectible design community and contributed to strong sales interest in the exhibited works.
01
Problem
The goal was to elevate the studio’s visibility within the collectible design space while realizing a highly conceptual booth centered on the idea of ma — space, pause, and tension — during the final chapter of the Atelier Period. The challenge was translating a complex, multi-structure concept (including a mirrored interior room) into a feasible build within budget, timeline, and fair constraints. Additional complications included last-minute design pivots after cost estimates, coordinating across multiple external teams, managing all logistics remotely, and addressing gaps in marketing readiness — including outdated assets and a failed first photography attempt that required rapid recovery.
02
Solution
I approached the project by simplifying and adapting the concept while preserving its core spatial and emotional intent. I translated the artist’s vision into clear, to-scale floorplans and mockups for both fair application and build, iterating multiple layout options to reconcile design ambition with feasibility. When the original concept proved too costly, I pivoted to a more minimal solution that maintained continuity with the previous year’s booth while still expressing the idea of ma. Alongside spatial design, I developed postcards, an exhibition webpage, and email campaigns to support promotion. Collaboration was central: I worked closely with the artist, the fair’s build team, and internal stakeholders, relying heavily on on-site team members for feedback and execution while maintaining alignment remotely.
03
Results
The exhibition reinforced Merida Studio’s position within the collectible design community and deepened engagement with its work, bringing the studio close to selling an artist’s proof while ultimately driving sales of editioned pieces from the series. The project also exposed key operational gaps — particularly in early marketing preparation and asset development — leading to clearer internal processes for future fairs. Despite significant constraints and late-stage pivots, the final execution successfully translated a complex conceptual vision into a cohesive physical and digital experience, demonstrating the studio’s ability to operate at a higher level within the international design landscape.
The last-minute build translated conceptual ambition into a cohesive, buildable exhibition — strengthening the studio’s credibility and driving desire for its latest series.