Lucchese x Chris Stapleton Brand Launch Party

Luxury boot brand Lucchese collaborated with country music legend Chris Stapleton on their latest line of boots. To celebrate the collaboration, Lucchese threw a brand launch party at Old Glory in Nashville, Tennessee.

My Role:

Art Direction, Environmental Design

The Challenges:

Designing an epic launch party that could fit inside a uniquely designed space
Creating an innovative concept to display a combined timeline between Lucchese and Chris Stapleton
Designing and constructing a visual representation of the boot-making process

The Process:

When a legendary brand partners with a legendary artist, you pull out all the stops.

In 2023, Chris Stapleton and Lucchese partnered up to create a collection that reflects their mutual respect of tradition, quality, and timeless style. To celebrate the debut of the Lucchese x Chris Stapleton collection, we threw a launch party at Old Glory in Nashville, Tennessee, complete with a 3D timeline and a visual journey through the boot-making process.

Design

A photo of Chris and his wife features his old truck, which had a geometric design around the sides. Lucchese created custom packaging and tags inspired by this design, so we thought, why stop there? We used this motif as a guiding inspiration for some unique touches that show up on the party entrance, stairs, signage, and our 3D constructions.

Old Glory is located in what used to be the boiler room for White Way Cleaners, formerly one of the largest steam cleaning facilities in Nashville. The space features the original electrical boxes, coal hopper, and smoke stack that were in use in the 1920s. As a bar/lounge, the space intertwines the original 1920s elements (electrical boxes, coal hopper, and smoke stack) into the design of the space.

We included floral arrangements in tones of orange, dusty pink, and green to evoke a Southwestern feel. We also painted cow skulls with the Lucchese insignia.

Details Matter

We outfitted the venue with unique nods to the LxCS theme: floating floral arrangements, painted cow skulls, vinyl-wrapped stairs, a custom ice stamp, whiskey bottle lamps, and old Chris Stapleton posters sourced from Hatch Show Prints. We made use of the unique vertical space by projecting the collaboration logos high on the wall and smokestack. A boot-fitting station was housed in one of the nooks at Old Glory, while guests had the option of getting a custom bolo tie engraved onsite. The event also included passed apps with a southern twist and a custom cocktail menu inspired by Chris’ songs.

We designed and produced a brass insignia that we mounted to the entrance of Old Glory.

Vinyl-wrapped stairs featuring the Lucchese 1883 lockup and Chris Stapleton’s signature geometric band design

The Timeline

A key focal point of the event was a combined timeline of Lucchese and Chris Stapleton’s history. With a relatively small venue space, we opted to utilize the vertical space by constructing a custom-built tower featuring space to mount informative panels, mixed with shelves that could hold precious artifacts from Lucchese’s rich history.

Mockup of the tower’s front view. Photos of the final tower are in the gallery at the bottom of the page.

3D Boot-Making Process

Lucchese’s boot-making process is truly fascinating. To demonstrate the ingenuity involved, we designed and built a 3D representation of the boot-making process using a simple frame display to layer archival photos, cutouts, informative panels, and an actual deconstructed boot.

Lucchese x Chris Stapleton