'47 Big Papi Pop-up Shop

Challenge

'47 wanted to celebrate David Ortiz's legacy with the Red Sox by creating a pop-up shop at Fenway Park. But it couldn't just be a merch display with some photos on the walls. It needed to honor what Big Papi meant to the franchise, give fans an experience worth talking about, and actually turn a profit. The space had to do three things at once: storytelling, retail, and revenue.

Approach

I concepted a self-guided tour that turned the entire store into a timeline of David Ortiz's career. As customers moved through the space, they hit stations with facts, stats, and moments from his time with the Red Sox. Each station was paired with product that connected back to the story, so a display about a signature postseason moment sat right next to the gear inspired by it. The layout was intentional. The tour path guided customers through the full store before reaching the register, so they weren't just browsing one wall and leaving. Every touchpoint was designed to keep people moving deeper into the space and engaging with more product along the way. I led the project from concept through installation: creative direction, all asset production, and managing the physical build-out on site.

Exterior signage

Results

The pop-up generated hundreds of thousands of dollars in sales. Fans moved through the full experience rather than clustering near the entrance, which meant higher average transaction values and more time spent in the space.