Client: Dossier x Lauren Giraldo
Location: Miami Beach
Role: Creative Lead Experiential Producer

To launch Dulce Flor, Dossier’s fragrance collaboration with Lauren Giraldo, I produced an immersive, consumer-facing experience that brought the internet’s “Hot Girl Walk” into real life.

Timed to the cultural momentum of Lauren’s movement, the event reimagined a viral ritual as a pastel, sport-chic Miami morning — part wellness gathering, part fan pilgrimage, part fragrance world-building. What began as a beachside meet-up evolved into a choreographed yet effortless procession led by Lauren herself, transforming community into spectacle.

The walk culminated in an intimate meet & greet layered with lifestyle-driven brand moments: curated merch, interactive fragrance discovery, refreshment activations, and highly shareable visual touchpoints. Branding was present but never loud — integrated into the environment with intention, allowing Dulce Flor to feel lived-in rather than launched.

The result was a physical extension of Lauren’s digital identity: confident, feminine, self-aware, and community-centered.

Impact:

• Viral-ready, content-forward launch moment

• Strong organic social amplification and attendee-generated media

• Seamless translation of a digital movement into a physical brand universe

• Elevated positioning for Dossier within influencer-led fragrance culture

• High-touch guest experience designed for both intimacy and shareability

Services Provided:

• Creative direction & world-building

• Experiential concept development

• Venue selection & spatial storytelling

• Full-scale production & on-site leadership

• Coordination with PR and guest journey design

• Brand integration strategy

• Merch and gifting development

• Vendor management and activation oversight