The scale of this one was the challenge. When Oprah takes a wellness tour across America with Lady Gaga, Michelle Obama, Jennifer Lopez, and Dwayne Johnson on the same stage, the concourse activation can't feel like an afterthought. It has to feel like it belongs.

Everything we designed and built was made to match the ambition of what was happening inside the arena. As sponsor activation lead for the tour's concourse experience, I managed activations for Kohl's, Unilever's Vaseline, Love Beauty & Planet, and Degree, alongside merchandise stations, WW Connect Lounges, and photo moments. Each sponsor had its own goals and brand requirements, but every activation was built on a single modular system that could flex to fit any arena concourse in the country, never looking like it was built to travel. Sustainability was built in from the start, not added at the end.

The through-line in every decision, and in every sponsor conversation: this audience came for transformation. The experience around the show had to honor that intention, not distract from it, while still delivering what each partner needed from the platform.

Designed, built, set up, and staffed all concourse activation elements including merchandise stations, WW Connect Lounges, Instagrammable photo moments, and sponsor activations for Kohl's, Unilever's Love Beauty & Planet, Vaseline, and Degree.

The tour gained unprecedented national media exposure with visionaries joining Oprah on-stage each week including Lady Gaga, Tina Fey, Amy Schumer, Tracy Ellis Ross, Dwayne Johnson, Gayle King, Jennifer Lopez, Kate Hudson, and Michelle Obama.