I had the pleasure of curating and organizing a client's personal book collection, transforming it into a cohesive and aesthetically pleasing display. My goal was to create a space that not only showcases the books but also reflects the client's personality and style.

To achieve this, I grouped the books by color, creating a visually striking gradient across the shelves. This approach enhances the overall harmony of the display and adds a unique artistic element to the space. By blending these colorful groupings with carefully selected personal touches, such as small plants, and decorative accents, I was able to bring warmth and texture to the bookshelf, making it feel more than just a storage space, but a personalized, curated experience.

This project highlights my ability to blend aesthetics with functionality, crafting spaces that are both beautiful and deeply personal to the client.

Each quarter, I provide Rack Room Shoes with tailored visual merchandising guides that align with Crocs’ brand standards. Working in close collaboration with the sales executive and merchandising team, I define and document clear merchandising standards, including optimal product capacities and presentation standards that reflect Crocs’ brand identity. Utilizing SketchUp, I create detailed renderings that illustrate precise wall layouts and merchandising setups, ensuring that Rack Room Shoes can effectively implement brand-aligned displays across all store locations. These guides streamline execution, drive consistency, and elevate the in-store customer experience to enhance Crocs’ brand presence within Rack Room Shoes.

I collaborated with Director of Retail to create an area in the Flagship brand store located outside of Headquarters.

I began by creating a mood board that captured the vision for the space, focusing on elements that would evoke a cozy and inviting atmosphere. After finalizing the concept, I sourced various items for display, carefully selecting furnishings and decor that would enhance the environment. The goal was to inspire customers and encourage them to engage with the brand in a relaxed setting. This project not only contributed to the store’s aesthetic but also reinforced Fjällräven’s commitment to creating meaningful customer experiences.

Collaborating with an agency to brief, concept, design, and develop engaging store windows for Fjällräven brand stores Globally. This project focused on highlighting one of their key products, the Keb Trouser, and aimed to create unique and captivating displays that would truly excite customers.

The process involved brainstorming innovative concepts that reflected the brand’s adventurous spirit and commitment to sustainability. By integrating compelling visual elements and storytelling, we were able to create store windows that not only showcased the Keb Trouser but also resonated with the target audience, ultimately enhancing the brand's presence and driving customer engagement in retail spaces Globally.

In collaboration with the Construction Manager I worked to develop two new fixtures designed to enhance product capacity on the sales floor. These fixtures were strategically created to optimize space utilization while also improving the overall shopping experience for consumers.

By focusing on functionality and accessibility, we ensured that the new fixtures not only increased the amount of product displayed but also made it easier for customers to browse and find what they needed. This initiative was essential in creating a more enjoyable and efficient shopping environment, ultimately driving customer satisfaction and engagement.

The launch of a first-to-market exclusive product line with REI, which highlighted The North Face’s heritage products now made with 100% sustainable materials. This project was a major initiative that bridged the gap between the brand's legacy and its commitment to sustainability.

I was responsible for creating and installing three different tiers of in-store installations across 20 REI flagship locations, while also developing a smaller presentation for the rest of their fleet. These installations were key in communicating the innovation and sustainability behind the product line, enhancing both customer engagement and brand presence within REI stores.

I worked on the development and execution of an in-store end cap display for the patent-pending One Bag, a modular sleep system designed for optimal comfort in temperatures ranging from 5 to 40 degrees. The system’s innovative three-layer design made it a standout product, and to ensure it gained maximum visibility, I worked with a key retailer to bring the product front and center in 7 flagship locations.

From concept to execution, I managed the creation of the display, making sure it effectively communicated the unique benefits of the One Bag and captured consumer attention. This project was essential in showcasing new technology in a highly competitive market.

During my time at lucy Activewear, where we introduced our most innovative product to date. Using vision science, lucy developed contour-shaded activewear designed to highlight and minimize specific areas based on each size, offering a tailored and flattering fit for every customer.

The launch was in collaboration with a key wholesale partner and took place in three of their most prominent flagship locations: SoHo, Bloomington, MN, and Seattle, WA. I was responsible for executing all aspects of this product launch, from creating floor plans and merchandising guidelines to designing and implementing marketing materials. This launch was a major milestone for lucy Activewear and showcased the brand's commitment to innovation in the activewear industry.

One of the key projects I led was the redesign of our largest booth for Outdoor Retailer, working closely with a design team. The updated booth showcased the evolution of the lucy Activewear brand, creating an engaging and visually compelling space that excited customers and helped communicate our brand's new direction. This project was instrumental in enhancing brand presence and attracting attention at a highly competitive trade show.

Over a period of 14 months, I developed a new mannequin range specifically for Reebok. This range was designed to be unique to the brand and to better align with Reebok's athletic and modern image.

The process began with extensive research, where I sought out inspiration images and references that embodied the dynamic and active qualities of the Reebok brand. With a clear vision in mind, I collaborated with a talented German sculptor to bring these ideas to life in the form of mannequin designs that stood out both in aesthetics and functionality.

To ensure the highest quality and feasibility of production, I traveled to the manufacturing factory in China. There, I worked closely with the team to refine the technical aspects of the mannequins and ensure they met the brand's standards.

Finally, I presented the collection of over 20 unique poses to Reebok’s CEO, securing approval for the entire range. This project not only showcases my ability to manage complex design and production processes but also highlights my dedication to aligning creative work with brand identity and commercial goals.

This comprehensive document was developed to ensure that all Reebok stores, as well as wholesale spaces worldwide, maintain a consistent look and feel, reinforcing the brand’s identity across diverse markets.

The guidelines were essential in standardizing visual elements, from product displays to in-store layouts, ensuring that customers would experience the same distinct Reebok environment no matter where they were in the world. This consistency was vital to building a cohesive brand image and solidifying Reebok’s presence in the competitive global fitness market.

By establishing these guidelines, I helped to enhance Reebok’s global retail strategy, supporting the brand’s growth and its ambition to become a leading player in the fitness space.

The seasonal directive at Reebok played a crucial role in aligning retail spaces with the brand's marketing initiatives. This directive outlined the key products for each category to ensure that our in-store displays reflected the brand's seasonal priorities and campaigns.

The directive included detailed guidance on fixture presentation and product layout, specifying how products should be arranged to maximize visibility and appeal. It also covered the use of graphics and marketing materials, ensuring that all visual elements supported the broader brand message. Additionally, I curated hero looks to be featured on mannequins, further enhancing the connection between the product and the brand's storytelling.

This initiative was essential in driving consistency across retail spaces, creating a cohesive consumer experience, and promoting the key products that aligned with Reebok's seasonal strategies.

I partnered with Reebok’s in-house Video Production team to create 15 short brand standards videos. These videos were developed specifically for our global retail teams to support the rollout of the Global Retail Visual Merchandising Guidelines.

The goal of these videos was to ensure clear communication of brand standards, regardless of language barriers, by providing a visual, easy-to-understand format. Each video highlighted key elements of the global standards, from store layouts to product presentation, making it easier for retail teams across different regions to implement the guidelines consistently.

This initiative was crucial in ensuring that all Reebok stores could successfully embody the brand’s visual identity and maintain a uniform customer experience around the world. By leveraging video content, I contributed to a smoother global rollout of Reebok’s retail standards.

Regularly collaborating cross-functionally with Global Merchandising, Environment Design, and Retail Communications teams to create tailored space plans for various markets.

I worked closely with merchandisers to plan store spaces and product capacities, ensuring that each layout was optimized for both product presentation and customer flow. By analyzing the unique needs of different markets, I made strategic recommendations for fixture updates and improvements, enhancing the overall consumer journey and ensuring that every Reebok store offered a seamless and engaging shopping experience.

This collaboration was crucial in aligning retail environments with business objectives, driving both brand consistency and commercial success across global markets.

During my time at Reebok, I worked on the development and management of six annual Global Visual Merchandising (VM) Workshops. These workshops were designed to bring together cross-functional teams from various Regions, all of whom played key roles in the planning, implementation, and maintenance of Reebok's wholesale spaces.

The primary goal was to create a unified vision and approach to Visual Merchandising across all markets. By combining classroom-style learning with practical, hands-on experience, participants were able to gain both theoretical knowledge and practical skills. This ensured that all teams were aligned on best practices, contributing to the consistent execution of Reebok's Visual Merchandising strategies Globally.

These workshops were instrumental in fostering collaboration, driving consistency, and enhancing the overall retail experience, ensuring that Reebok’s brand standards were maintained worldwide.