New Balance x Louis De Guzman - Ma Divina’s Flower Shop
As Louis De Guzman's longtime manager and lead producer on this project, I oversaw both the content production for the Ma Divina 574 release and the experiential pop-up that brought the shoe's story to life. The concept was deeply personal — an homage to Louis' mother Vina, who first sparked his creative journey by taking him to craft shows in the Chicago suburbs as a boy, where she sold faux flower bouquets. The pop-up, Ma Divina's Flower Shop, was conceived as the flower shop she never had — giving her her flowers through her son's art and his first New Balance collaboration. I managed the budget, sourced and coordinated all production vendors, oversaw the full experience build, handled programming, and served as the primary point of contact with New Balance throughout — bringing the entire vision from concept to opening day.
