To launch Paradoxe Virtual Flower, Prada Beauty brought a floral market to the streets of New York, opening during Fashion Week and returning for three weekends. The Flower Lab played on the fragrance’s theme of embracing contradiction: a custom-built truck turned market stall, where guests chose fresh stems and discovered the scent. As creative lead, I translated Prada’s design into the physical build, using SketchUp and Illustrator to engineer the truck build-out, detail every print and graphic application and plan the sampling flow, so the house’s visual language held up at full scale. Over three weekends, the market handed out 18,000+ floral stems and 14,000 fragrance samples.