American Eagle
Denim Deli
A project with our dear friends Farmuse, and the super-cool Shadow; American Eagle’s Denim Deli was pop-up in Nashville, an experiment in experiential retail, a way to build real-world connections with Gen-Z consumers, and a good excuse for a two day party.
Client: American Eagle Project: Denim Deli
Category: Brand activation / retail pop-up / branded environment
What We Led: Scenic fabrication, branded environmental elements, custom signage, prop fabrication, material direction, styling support, production support, install
American Eagle’s Denim Deli brought the brand’s denim heritage into the real world through a playful, tactile, deli-inspired retail experience. Designed as part of AE’s ongoing push into experiential retail, the pop-up turned denim into something guests could see, touch, customize, photograph, wear, and gather around.
The event drew more than 1,000 attendees and featured custom sandwiches from Nashville favorite Mitchell Delicatessen, tote customization with special patches, surprise giveaways, AE swag, gift cards, discounts, and signed merchandise. An open mic brought in 50+ performers, with appearances from Chase Stokes, Abby Anderson, and other AE brand talent helping turn the pop-up into a full-blown neighborhood moment.
Bringing the physical world of the Denim Deli to life, we translated the initial creative direction into a built environment with scale, texture, and a lot of denim. Our work included scenic and branded elements across the site: a vintage Ford F-150 wrapped in denim, a modified shipping container, a 30 foot long denim wall, custom counters, stage elements, signage, and a giant custom wood deck that expanded the footprint and gave the experience a more finished, inhabitable feel.
Using dozens of rolls of denim, we wrapped, surfaced, detailed, and refined the space so the whole environment felt cohesive, tactile, and unmistakably American Eagle.
EVENT HIGHLIGHTS
1,000+ attendees
50+ open mic performers
Custom Sandwiches by Mitchell Deli
Customized Totes
Surprise AE giveaways
Gift cards
Signed Merchandise
APPEARANCES BY:
Chase Stokes
Abby Anderson
Montana Boyz
Hundreds of yards of denim used across the build.
