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Conceived and oversaw a popup shop, opening event and group ride series for Machines For Freedom in New York. The event brought together New York's elite cyclists with a brand that had no retail presence in the city. I oversaw production and conceptual direction, facilitated the retail partnership, hired and managed creative talent, lead the 75+ member ride out, and oversaw related charitable contributions.
Conceived and oversaw a popup shop, opening event and group ride series for Machines For Freedom in New York. The event brought together New York's elite cyclists with a brand that had no retail presence in the city. I oversaw production and conceptual direction, facilitated the retail partnership, hired and managed creative talent, lead the 75+ member ride out, and oversaw related charitable contributions.