REI x Jean-Andre Antoine
Role: Producer & Curator
Natashia Betancourt partnered with REI to develop and produce How Does New York City Do Outdoors?, a creative activation designed for a company-wide internal event attended by REI’s CEO and executive team. The project explored what outdoor culture looks like in an urban environment, reframing everyday New York experiences—like rooftop yoga, fire escapes, and stair climbs—as moments of outdoor engagement.
Natashia curated a private exhibition at the Wythe Hotel, featuring original street photography by Jean-Andre Antoine shot on rare film. The series spotlighted the ways New Yorkers uniquely embrace outdoor life within the city’s built environment. The reception offered REI’s executive leadership a window into the brand’s cultural relevance in urban markets.
In addition to the exhibition, Natashia produced a guided photo walk through Brooklyn with REI’s CEO and team members, encouraging firsthand exploration and documentation of NYC’s street-level outdoor energy. The experience deepened the executive team’s connection to how the brand shows up in city spaces, bridging REI’s nature-forward ethos with the lived realities of its urban audience.