Flexfit 110 Hybrid Lab

Overview: An experiential headwear-customization lab installation for Flexfit at ComplexCon. The “Hybrid Lab” theme served to educate attendees and increase overall comprehension for the Flexfit 110 — a cap that combines two key elements; a stretch-fitted sweatband + an adjustable back closure. Attendees were encouraged to complete their “lab research” by choosing their own stretch-fitted cap along with a custom back closure. The lab scientists would then sew the components together to complete the attendee’s unique “hybrid” creation.

Services: Brand Strategy / Creative Direction / Art Direction / Graphic Design