DESIGNED WITH DELIVERED WITH
Intention. Precision.
STRATEGIC EXPERIENCES FOR BRANDS AND PRIVATE CLIENTS WHERE VISIBILITY, CULTURAL RELEVANCE, AND EXECUTION AT SCALE MATTER.
FOUNDER + CREATIVE DIRECTOR
Tricia Smith Brown is a creative director and producer whose work operates at the intersection of design and live experience. Through the TSB Group, she has established a practice defined by a distinct point of view—where environments are not simply produced, but conceived, articulated, and executed with precision.
KNOWN
TRICIA SMITH BROWN Immersive
FOR DELIVERING ENVIRONMENTS WITH PRECISION AT SCALE.
Her approach is rooted in a deep understanding of both aesthetic and Infrastructure, balancing creative vision with the operational discipline required to bring each project to life. Every detail—design, production, and guest experience—is considered from the outset. Working across brand and private commissions, her work reflects a consistent throughline: environments that are immersive, considered, and impossible to replicate—shaping how people gather, celebrate, and experience a moment in time.
CREATIVE DESIGN. PRODUCTION. Direction.
THE TSB GROUP CREATES BRAND AND PRIVATE WITH A DISTINCT POINT OF VIEW—EXECUTED WITH PRECISION AND INTENT.
Experiences
COMMISSIONED BY GLOBAL BRANDS AND PRIVATE CLIENTS, THE WORK IS CREATIVE, CONSIDERED, AND GROUNDED IN THE GUEST EXPERIENCE.
SERVICES
+ CREATIVE DIRECTION + EXPERIENTIAL DESIGN
+ 3D RENDERING + GRAPHIC DESIGN
+ BRAND PARTNERSHIPS + TALENT INTEGRATION
+ FULL-SERVICE PRODUCTION
+ LOGISTICS + OPERATIONS
PROJECT TYPES
+ BRAND ACTIVATIONS + POP-UPS
+ RETAIL + IN-STORE INSTALLATIONS
+ PRIVATE EVENTS, WEDDINGS + CELEBRATIONS
+ VIP + CREATOR EXPERIENCES
+ MEDIA + PRESS EVENTS
+ BRAND TRIPS
THE SUPPER CLUB
NBA ALL-STAR WEEKEND — A WAREHOUSE TRANSFORMED INTO A MULTI-BRAND DINING AND NIGHTLIFE EXPERIENCE FOR ATHLETES, TASTEMAKERS, AND INVITED GUESTS.
Rendering to Reality
Reality
Reality
PROJECT
02 JM 50
A MILESTONE CELEBRATION REIMAGINED AS A FULLY IMMERSIVE, SINGLE-NIGHT EXPERIENCE, ANCHORED BY A LIVE PERFORMANCE FROM JODECI.
PROJECT 03
DIPTYQUE
A CUSTOM RETAIL POP-UP FOR DIPTYQUE LOS ANGELES, TRANSLATING THE BRAND’S IDENTITY INTO A FULLY REALIZED, DESIGN-FORWARD ENVIRONMENT.
Sketch to Build
PROJECT 04
DOS HOMBRES X POP CORNERS
SUPER BOWL WEEKEND — A CO-BRANDED ACTIVATION POWERED BY PEPSI, MERGING PRODUCT, HOSPITALITY, AND CULTURE INTO A MULTI-ZONE EXPERIENCE.
PROJECT 05
ARIANA’S TWILIGHT ZONE
A HALLOWEEN EXPERIENCE FOR ARIANA GRANDE INSPIRED BY THE TWILIGHT ZONE, TRANSLATING THE ICONIC SERIES INTO A FULLY REALIZED, DESIGN-LED ENVIRONMENT.
Testimonial
PROJECT 06
CAMP MADIKANE
A DESTINATION WEDDING DEFINED BY LAYERED TEXTURES AND INTENTIONAL DESIGN, WITH A THOUGHTFULLY PROGRAMMED, MULTI-DAY GUEST EXPERIENCE.
PROJECT 07
BET MEDIA HOUSE
BET AWARDS — AN INTEGRATED PRODUCTION SPANNING BROADCAST STUDIOS, TALENT LOUNGES, AND BRAND ACTIVATIONS WITHIN A SINGLE FOOTPRINT.
PROJECT 08
NARS
A BRAND LAUNCH TRANSFORMING A RAW WAREHOUSE INTO A HIGH-IMPACT, IMMERSIVE ENVIRONMENT FOR PRESS, TALENT, AND CREATORS.
PROJECT 09
ELMO x KAWS
A PRIVATE BIRTHDAY CELEBRATION FOR TREY SONGZ’S SON, REIMAGINING ELMO THROUGH A MODERN, DESIGN-FORWARD INTERPRETATION.
PROJECT 10
MCDONALDS
A CUSTOM-BUILT RECORDING BOOTH EXPERIENCE INVITING GUESTS TO PERFORM OVER A LIVE BEAT FOR THE CHANCE TO BE SELECTED AS A WINNER OF MCDONALD’S “SHOOT YOUR SHOT” CONTEST AT REVOLT MUSIC FESTIVAL.
PROJECT 11
+ D
A PRIVATE LUXURY WEDDING SET WITHIN A CALIFORNIA VINEYARD, LATER PUBLISHED IN VOGUE.
PROJECT 12
ART BASEL | SUN CHIPS
ART BASEL MIAMI — AN OUTDOOR ACTIVATION FOR SUN CHIPS’ “ART SEEN” INITIATIVE, SHOWCASING EMERGING ARTISTS THROUGH IMMERSIVE INSTALLATIONS.
PROJECT 13
BET AMPLIFIED STUDIO
AN IMMERSIVE, ROOM-BY-ROOM EXPERIENCE DESIGNED TO CELEBRATE MUSIC, CULTURE, AND EMERGING TALENT.
PROJECT 14
BAICHELLA
A PRIVATE 13TH BIRTHDAY CELEBRATION FEATURING 45 PERFORMERS, CUSTOM ENVIRONMENTS, AND A GUEST EXPERIENCE THAT WENT VIRAL.
PROJECT 15
DORITOS
A DESIGN-FORWARD BRAND ACTIVATION CREATED TO SPOTLIGHT AND CELEBRATE BLACK CREATORS, DEVELOPED FOR DORITOS SOLID BLACK.
PROJECT 16
BOHO BABY
A PRIVATE LUXURY CELEBRATION TRANSFORMING A HOLLYWOOD HILLS ESTATE INTO A FULLY IMMERSIVE EXPERIENCE.
PROJECT 17
WONDAWEEN
A TWO-DAY HALLOWEEN EXPERIENCE FOR JANELLE MONÁE’S WONDALAND, SPANNING THE SANTA MONICA PIER AND A PRIVATE LOCATION, DEVELOPED IN PARTNERSHIP WITH BACARDI.
