As Creative Producer, I led the concept-to-execution of Discord's immersive booth at Game Developers Conference (GDC) 2025 in San Francisco, a nostalgia-forward, community-centered experience inspired by Blockbuster, GameStop, and Tower Records. Anchored in the idea of Discord as a "third place" IRL, the build translated Discord's developer-focused B2B offerings into a tactile, shoppable environment that felt as cozy as it did fresh. I assembled and directed a cross-functional team of amazing in-house and external creatives, including spatial designer Noelle Valencia, graphic designer Grace Ktown, illustrators Dave Arcade and Max Loeffler (who created bespoke product and fake-game posters), and motion designer Sazan Pasori, who crafted original retro bumpers. Delivered under $225K, the activation struck a careful balance between throwback warmth and future-facing Discord energy.