This project demonstrates my approach to retail environments

Translating brand narrative into scalable systems that align merchants, creatives, and production teams before execution.

Concept Store Launch | Retail Brand Environment Development

Built and visualized a scalable in-store storytelling system to support the launch of the Gap Generation concept store.

  • Product Wall | Visual Storytelling & Merchant Alignment

    Developed a color-driven merchandising framework to support the Gap Generation concept launch. Created 3D visualizations that translated buy plans into clear in-store storytelling, allowing cross-functional teams to align on assortment, hierarchy, and flow prior to production.

  • Entry Experience | Icon System & Brand Expression

    Concepted and designed dimensional brand icons to anchor the entry wall and reinforce generational storytelling. Developed scalable graphic assets that extended from physical display to promotional takeaway, ensuring brand consistency across touchpoints.

  • Denim Fit Communication | Attribute-Led Retail Display

    Proposed and visualized an oversized, pinned denim installation to simplify fit communication and increase product clarity at shelf. Designed the wall as a hybrid physical/digital storytelling moment. Pairing large-scale imagery with concise attribute callouts to improve consumer navigation and decision-making.

Seasonal Retail Storytelling | Visual Direction

Directed and executed immersive in-store environments for Anthropologie’s San Francisco flagship — a high-visibility, expanded-format location serving as a brand showcase and test environment.

Partnered with leadership to interpret seasonal themes into cohesive in-store storytelling moments. Defined focal points, materiality, and product hierarchy to create emotionally resonant environments that drove engagement and sell-through.

Designed and installed custom merchandising moments, from entry statements to lifestyle vignettes, ensuring alignment between brand expression and product storytelling. Created visual standards and layout guides to maintain consistency while allowing localized adaptation.

Managed and mentored a team of five visual associates, overseeing seasonal transitions, floor-set planning, and execution timelines. Maintained visual integrity across launches while balancing operational constraints and tight production windows.