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Ben Raemer

A focused set of case studies chosen as evidence of how I work: ideas protected as they move from pitch to build, stakeholders aligned, and concept held intact through fabrication, install, and rollout.

Vuse / VELO × McLaren Activation Strategy, Sponsorship Activation Platform · Modular Experience System
BAT / RJR (Vuse + VELO) · McLaren Racing

Vuse / VELO × McLaren Activation Strategy

BAT's McLaren Formula 1 sponsorship arrived as visibility without a use case. Led the strategy and translation that turned it into a five-job activation platform deployable across trackside, hospitality, retail, and festival footprints.

Vuse Festival Activation System, Experiential System · Festival Architecture
British American Tobacco

Vuse Festival Activation System

A touring, modular festival activation for a regulated adult category, built around a client-supplied shipping container. One architectural system that toured multiple festivals, adapted to changing footprints, and evolved from a Vype first generation into a refined Vuse second generation.

Designing Presence in a Dark Market, Retail & Experiential Systems · Regulated Category
British American Tobacco, Vuse · Vype · VELO · FMC

Designing Presence in a Dark Market

Seven years embedded with BAT Canada across four brands and eight retail, festival, and hospitality programs. Held creative continuity through regulatory change, brand pivots, and fabrication realities so every system shipped exactly as drawn.

Morgenthal Frederics SoHo, Luxury Retail · Flagship Concept
Kering Eyewear · Morgenthal Frederics

Morgenthal Frederics SoHo

Kering's Morgenthal Frederics flagship needed to read as luxury fashion retail, not a clinical optical practice. Led the work from brief through buildable design, owning the strategy, spatial layout, merchandising logic, and digital integration concept end to end.

Samsung Galaxy S9 Interactive Pop-Up, Interactive Pop-Up / Retail Activation
Samsung

Samsung Galaxy S9 Interactive Pop-Up

Samsung's Galaxy S9 launch needed a single pop-up that could install cleanly across mall footprints of very different sizes. Led the kit-of-parts system, demo sequencing, and rollout coordination so the same launch story shipped at every site.

Microsoft Xbox Innovation Lab, Branded Environment / Showcase
Microsoft Xbox

Microsoft Xbox Innovation Lab

Xbox needed a permanent in-house showcase that served hands-on hardware demos and executive briefings in one footprint. Led the spatial system and engineering coordination so the architecture concealed the infrastructure load and outlasted multiple hardware generations.