BACK TO CAMPUS, BACK TO BRIARWOOD
BRIARWOOD | ANN ARBOR, MI
A CAMPUS-INSPIRED RETAIL EXPERIENCE BUILT TO CONNECT
PHOTO: KARLIE HOFFMAN
Back to Campus, Back to Briarwood turned the mall into a playful, student-first experience designed around customization, discovery and community. DeMartino Design Group developed the creative direction and production strategy, creating a Michigan-inspired world without relying on university IP. Guests moved through personalized apparel, live art, custom hats, tumblers and a curated campus bodega—giving students multiple ways to make the experience their own. The result was a highly visual, high-throughput activation built to drive traffic, Simon+ engagement and a stronger connection between Briarwood and the local student community.
THE EXPERIENCE
Build an experience specifically for Gen Z rather than simply marketing to them. The environment combined customization, social-first visuals, campus nostalgia and useful takeaways to create something students would actually want to explore, photograph and share.
THE APPROACH
Creative Direction, Experience Design, Event Production, Production Management, Scenic Design, Technical Production, Vendor Management, Talent Management, Guest Experience, Onsite Management, Budget Planning, Venue Management
