About our Work

Lance McGregor’s American Archetypes concept for Tommy Hilfiger reimagines the humble soda can as a sculptural symbol of cultural identity. Executed in mirror-polished chrome, the form is deliberately crushed — a tension between perfection and imperfection, luxury and everyday life. The reflective surface, distorted by its own geometry, becomes an abstract portrait of modern America: bold, rebellious, and self-aware. With its exposed atomizer and raw industrial energy, the design bridges the familiar and the iconic — transforming an object of mass consumption into a collectible emblem of design. McGregor’s vision distills the essence of American spirit into pure, sculptural form — confident, unapologetic, and timelessly cool.