AHS·NYC
Hello there… welcome to the celebration of the 11th season of American Horror Story at the AHS leather shop in NYC.
This is a place where reality and fantasy blur. Don’t worry, this is the safe space to unleash your dark side.
…so tell me, what’s your safeword?
FX wanted to create a horror-inspired American Horror Story boutique in NYC for the release of AHS:NYC.
The goal was to immerse fans in a fantasy experience while driving engagement through media and social content.
With the theme “a safe place to unleash your darker side,” we designed a 360-degree campaign featuring a physical shop,
online presence, and influencer partnerships. The boutique, offering custom leather goods and photo opportunities,
became a popular spot for fans ahead of the new season.
DESIGN FRAMEWORK
With the creative prompt "How can we immerse guests in a leather world that blurs reality and fantasy?" we set a tone that was seductive, dark, teasing, curated and mysterious. Combining retail with a nightlife vibe, the AHS leather shop feels like it’s always been part of the community. Its worn-down exterior blends into the city, while the cold interior materials enclose guests, drawing them deeper into fantasy. The experience unfolds step-by-step, keeping guests intrigued with AHS-inspired moments and unexpected surprises around every corner.
Key Performance
Developing moodboards that define the overall aesthetic, setting the foundation for a cohesive vision shared by all stakeholders
Crafting spatial layouts and detailed renderings to effectively convey design elements to internal teams, vendors, and the client
RESULT
Tickets sold out in minutes after opening
5M+ social impression
Winning placements in major national outlets; Adweek, People, Nylon, Rotten Tomatoes, and more