Selected work by Laurent Sugarman, freelance art director in Amsterdam
Research concept & pitch. Art direction, pitch decks, visual development.
A research-driven concept for Stone Island that treats garments as instruments, recording how fabric reacts to force, environment and time and turning that response into sound and image. Concept by Gino van Dam, Matthee van der Plas and me. I brought it to life visually: designing both pitch booklets, The Sound of Fabric and the Research Framework, expanding the idea and creating the visuals. Open a booklet to read it.
Event campaign. Creative direction, art direction, graphic design, print, event visuals.
On the Radar, Snipes and Nike’s Air Max Day in France at La Gaîté Lyrique, Paris, on 2 April: posters and line-up, stair and floor vinyl, an entrance installation for the Air Max 90, Muse and TL2.5, stage visuals and crew shirts, with footage from the night.
Event identity & set graphics. Logo, flyer, set graphics, 3D visualisation.
Logo and all graphic assets for the set design of Studio Fleece After Hours, a Snipes and Nike event: a branded stage and DJ booth, bar, campaign wall, fleece photobooth, Sha’Carri’s card table and Jazzy’s basketball court. Shown with the flyer for the night at Terminal 7, Paris, on 12 September 2026, the 3D renders and film from the event.
Event campaign. Graphic design, print, social, event design.
Launch event for the New Balance Abzorb 2000 at Snipes Studio 44, Berlin: the flyer, square post and story, and the night itself, with a box-built DJ booth, an Apt. 2000 shoe wall, a vending machine, beer pong, a Shoes On mat and a prize wheel.
Flyers & merch. Graphic design, print, merch.
As art director of Yereyere, I do everything from campaign concepting to designing visuals like flyers, merch and live show visuals. Shown here: flyers for Yereyere nights, Radio Rudina at Garage Noord during ADE on 22/10, in feed and story versions, and the (Out of Office) event at a secret location on 04.12.2026, shown with the trial scans from the print tests. Also merch made for Yereyere: a knitted logo beanie, a Vote for Yere beanie and a jacquard scarf.
Brand identity. Identity, graphic design.
Brand identity for Common Interest, an Amsterdam music label: a motion-blurred CI wordmark and palette, merch, and a visual system where the images chosen for each release are cut into a scrapbook collage, giving every single and EP its own cover.
Tour flyers. Graphic design, collage.
Tour-date flyers for Freddi, made with Modulate, one for each two months of the 2025 season from June to November: a pixel wordmark, collage artwork over a checkerboard and the full list of dates. Shown with the collage artwork behind the flyers.