Russel Simmons, founder of Def Jam Records and head of Rush Artist Management, saw an opportunity in the marketplace to launch a brand that represented the epitome of hip-hop for the mid-tier and specialty store channel. Graj + Gustavsen was asked to create a unique and compelling selling environment concept that would include fixture, signage and point-of-sale branding. G+G also created marketing and promotion concepts to launch and promote the brand.The resulting development culminated into an original environment concept that showcases the spirit of the brand and leverages the rich history and heritage of Def Jam as one of the key founders and architects of hip-hop. Def Jam University now has a unique face for retail and a powerful voice in the marketplace.