Turbotax flagship store grand openingLaunching TurboTax's first physical retail presence with a cultural moment that’s almost as good as a fat refund.
When TurboTax by Intuit opened its first in-person store in SoHo, New York, they needed more than a ribbon-cutting. They needed to prove that tax preparation can feel relevant, celebratory, and in service of the community. So we threw a party. And as Creative Project Manager, I led the full experiential design of the launch afterparty at SoHo Lofts.
February 2026
New York, New York
I oversaw the design of the structural installations, signage, an outdoor archway experience, bar design, and lounge environment. I also served as talent manager and ensured seamless production from greenroom to stage for a star-stacked lineup of DJ Mick, Anderson .Paak, Issa Rae, and New York’s very own baseball sweetheart, Aaron Judge.
The event generated nearly 500 guests, 70 pieces of digital content, 306 media articles, and 223M impressions, establishing TurboTax's brick-and-mortar debut as a cultural statement that extended the brand far beyond the tax season.
Visuals Courtesy of Project Art Collective