Girls In bar bathrooms x SUR Experience
Inspired by the candid connections that happen in bar bathrooms, Mattel transformed SUR Restaurant & Lounge into an immersive nightlife experience celebrating the launch of the Girls in Bar Bathrooms party game. Guests entered a playful environment where themed cocktails, social gameplay, and photo moments brought the humor and relatability of the game to life.
Tables throughout the lounge became social gaming hubs where guests played the game while enjoying drinks like the Bubble Bath, Lipstick Kiss Martini, and Rubber Ducky Spritz, served by staff in custom Girls in Bar Bathrooms uniforms. The centerpiece of the experience was a pink tiled bathroom installation featuring a clawfoot bathtub filled with pink balls beneath a glowing Girls in Bar Bathrooms neon sign. Guests stepped into the tub for photos while friends captured the moment under professional lighting.
Branded display moments, including a pedestal product showcase with fanned cards against a lipstick-print wall, highlighted the game as both a playable experience and a visual statement within the space.
Creative Direction: Alyna Draper
Location Partner: SUR Restaurant & Lounge
Brand: Mattel Games
Mattel Games Showroom 2025
The Mattel Games Showroom 2025 was designed as an immersive buyer experience highlighting key brands across the portfolio, including UNO, Adult Party Games, and Kids Games. The 1,600 sq. ft. space translated Mattel’s brand storytelling into a physical environment where buyers could explore products through curated displays, environmental graphics, and hands-on gameplay moments. The showroom featured a modular gallery-style layout anchored by a central “Game Hub,” with surrounding zones dedicated to each product line. Tone-on-tone wall graphics, branded patterns, oversized visuals, and layered textures created a cohesive visual language while allowing each brand to maintain its own identity.
I led the art direction and spatial design for the showroom, defining the visual language, layout flow, environmental graphics, and styling across the space. I collaborated with marketing, design, and fabrication teams to bring the showroom to life, overseeing printed graphics, product displays, shelving layouts, and prop integration. I also worked closely with vendors during production and installation to ensure materials, color accuracy, and final execution aligned with the creative vision.
Art Direction/ Experiential Design: Alyna Draper
Brand: Mattel Games
SWaMFest Verses Vendor Experience
SWaMFest is the Commonwealth of Virginia’s premier networking and professional development event supporting small, women, and minority-owned businesses. For the 2022 conference, I led the creative direction for the indoor vendor experience, designing a visually distinctive activation within a large-scale convention center that captured attention and clearly communicated the brand among hundreds of exhibitors.
The design strategy focused on creating a cohesive, high-energy environment that celebrated the entrepreneurial spirit of the SWaM community while helping attendees easily navigate the space. Through bold environmental graphics, branded signage systems, and intentional spatial flow, the activation guided guests between vendor booths, workshops, and networking zones while maintaining strong brand visibility from across the venue.
I led the art direction and experiential design across the event footprint, defining the visual identity, layout structure, and environmental graphics. Working closely with partners and fabricators, I oversaw the production and installation of stage backdrops, registration environments, directional signage, and vendor booth graphics, ensuring a polished and cohesive experience that encouraged engagement and connection throughout the event.
Art Direction/ Experiential Design: Alyna Draper
Event Partner: VASCUPP
Event: SWaMFest 2022
“Across every activation I’ve designed, I’ve learned that unforgettable brand experiences aren’t driven by perfection. They’re driven by emotion. The beautifully imperfect, human moments are where real connection happens.”
— Alyna Draper