madonna madame x album release product campaign

Madonna's 14th studio album, Madame X, required creative direction, product strategy, and merchandise development for global touring, pop-up experiences, and e-commerce. The album's storytelling connected to Lisbon, Portugal, and merchandise needed to meet fans' expectations for elevated, collectible pieces worth cherishing for decades. Art direction led teams of designers through branding, product asset development, and experiential design for pop-up shops and tour merch booths, with MX branding extending beyond product into OOH marketing, partnerships, and tour passes.