Role: Product Direction and Development

For the 2025 Lexus US Open of Surfing, Lexus returned with The Lexus House, a branded activation space designed to engage surf culture and event attendees. The project combined physical environment, programming, and product as part of a cohesive brand presence.

I supported the development of the activation and its merchandise components. Custom products produced for the experience included a branded surfboard, graphic T-shirts, hats, and tote bags, all designed to extend the Lexus House identity beyond the space itself.

The Lexus House operated throughout the competition as a central gathering point for visitors, athletes, and partners.