Client: Doobie Nights
Collaborators: Carey Thompson (Galactivation), Brian Pinkham (Photonic Bliss)
Role: Video Director / Projection Systems Lead / Content Production
Location: Santa Rosa, California
Format: Permanent Immersive Retail Installation | 3,700 sq. ft.
Description:
Doobie Nights is a next-generation immersive retail environment built to merge psychedelic art, projection mapping, and experiential design into a fully cinematic shopping journey. As Video Director and Projection Systems Lead, I oversaw the technical and creative foundation of the installation—providing and configuring the 4K laser projection systems, supervising the full installation, aligning multi-projector environments, and producing custom content sequences for the space.
Guests enter through a curved LED “portal” and step into a 360° visual world where walls transform into galaxies, pyramids, waterfalls, forests, and surreal landscapes. Working closely with Carey Thompson (Galactivation) and Brian Pinkham (Photonic Bliss), I helped fuse projection-mapped animation with LED sculpture, reactive architectural lighting, and hundreds of physical art pieces for a constantly evolving, multi-sensory environment.
This became one of the first permanent retail spaces to integrate large-scale projection mapping, LED architectural art, and synchronized audio in a cohesive, fully immersive experience.
Highlights:
- -Directed all projection-mapped media and system alignment for the installation
- -Provided and integrated the 4K laser projector package and media playback hardware
- -Installed, aligned, and calibrated multi-projector, 3D-mapped visual environments
- -Produced and directed custom animated content for rotating scene cycles
- -Collaborated with Galactivation & Photonic Bliss on system design and technology implementation
- -Helped build one of the first permanent immersive retail environments of its kind
- -Experience became a major draw for tourism, social media, and repeat visitors
Impact:
The installation turned the store into a destination—attracting new audiences, driving repeat visits, and establishing the brand as one of Northern California’s most unique immersive retail experiences. Its ongoing evolution keeps the environment fresh and engaging for returning guests.