selected

work

Visual merchandising, retail experience, cultural environments and brand activations across institutions, destinations and global brands.

STRATEGY. STORYTELLING. EXECUTION.

01/

cultural  & museum retail

Developing retail environments that translate institutional identity, exhibitions and visitor behavior into compelling, commercially effective guest experiences.

Across museums and cultural institutions, I translate mission, exhibition content, and visitor behavior into commercially effective retail environments.

  • Guggenheim Museum, New York — retail strategy and floor evolution

  • National Gallery of Art — visual direction and seasonal execution

  • Gilder Center, AMNH — opening strategy and merchandising

  • Ford’s Theatre — retail environment refinement

SELECTED PROJECTS

02/

Creating destination retail experiences that support guest flow, discovery and brand storytelling within high-traffic hospitality and attraction environments.

Across hotels, resorts and visitor destinations, I create retail experiences that reflect a distinct sense of place while strengthening guest engagement and commercial performance.

hospitality & destination

  • The Edge at Hudson Yards

  • New York Marriot Marquis

  • Gaylord Opryland - Amelia’s Boutique

  • JW Marriot Orlando, Grande Lakes

SELECTED PROJECTS

entertainment & brand activations

03/

Extending entertainment and brand worlds into physical retail through immersive storytelling, product presentation and highly recognizable visual environments.

For entertainment properties and global brands, I transform established stories and identities into immersive retail experiences that invite discovery and drive engagement.

  • Netflix The Stranger Things Experience Las Vega, NV

  • Disney 100 The Exhibition Philadelphia, PA

  • Netflix Squid Game Experience Los Angeles, CA

  • Disney Costumer’s Vault Exhibition Detroit, MI

SELECTED PROJECTS

fashion + multi-unit retail

04/

Translating centralized brand direction into commercially focused field execution across flagship, multi-unit and market-specific retail environments.

Across fashion and multi-location retail, I translate brand direction into scalable visual strategies that balance consistency, local relevance and commercial performance.

  • luluelmon lab NY

  • lululemon Men’s Soho

  • lululemon Broadway

SELECTED PROJECTS

botanical + lifestyle

05/

Building retail experiences rooted in place, environment and local identity, using merchandising and visual storytelling to create stronger emotional connections with guests.

For botanical, garden and lifestyle destinations, I shape retail environments that draw from place, nature and audience while maintaining a clear commercial point of view.

  • Historic Charleston Foundation

  • Dallas Arboretum & Botnaical Garden

  • Missouri Botanical Gardens

SELECTED PROJECTS

06/

Process & strategy

From early concept and space planning through visual direction, procurement and field execution, the work connects creative intent with operational and commercial realities.

Fixture and assortment strategy for brand activation.

Composition of new ideas for an environment rebrand.

Floor plan and customer-flow study.

Window marketing for seaosonal activation.

Seasonal visual guide.