The brief was a basketball-themed shoe display under the 741 banner, and the concept was to depict the wall and court as a lunar surface. Relaying basketball as something played on the moon rather than the asphalt. That premise opened up a much more interesting material problem than a typical themed retail build: how do you make a wall actually look like the surface of the moon, at scale.

I pulled high-resolution lunar surface imagery and translated it into custom 3D CNC toolpaths, milling the crater topography directly into MDF panels. Every ridge, basin, and impact site on the wall is geometry derived from the actual moon —  not a printed texture, but a literal terrain map cut into the substrate.

The result has the kind of irregular, non-repeating detail that's almost impossible to fake by hand. The wall reads as a single 16-foot monolith but breaks down into four cages with remoavble panels for transport. Fourteen milled MDF shelves, with the same lunar topography cantilever off the wall to hold product — so the shoes appear to rest directly on the moon surface. A backlit dimensional moon graphic and a dimensional "741" logo bring the composition together, with cast "moon rock" forms coming out from the base.