My Role
Design
Collateral Design
Artworking

Agency
Sidekick

JD's iconic duffle bag, a symbol of British youth culture for 25+ years, was celebrated through a disruptive 'Festive Hub' at Westfield Stratford City. The activation, later appearing in Birmingham, Manchester, and Belfast, included a snowball-throwing game, customization station, sleigh installation, themed gingerbread men, and prizes.