Alana Tsui — Leica Live Customization

For the opening of the first Leica flagship store in Chicago, an on-site live customization activation was developed, offering bespoke artwork across Leica leather goods during the event.

The activation focused on efficiency and precision, with each customization completed within approximately 15 minutes. To support this rapid turnaround, the creative process was structured around extensive pre-production.

Five to six pre-designed motifs were developed for customers to select from on site, streamlining decision-making and ensuring consistent execution. Materials were tested in advance across textured pebbled leather surfaces to determine optimal tools and application methods, with paintbrushes selected over markers for improved control and reduced bleed into surface grain.

Repetitive drawing of motifs prior to the event was used to build muscle memory and improve speed and accuracy during live application. Sample products were also prepared to demonstrate available design options to customers in real time.

The activation combined live personalization with structured preparation to ensure consistent execution within a fast-paced retail environment.