Innovator - Creator - Visionary
Concept Design
Brand Strategy, Store Design, Visual Merchandising, Product Marketing, Digital Experiences
REVIVE ATHLETICS, PORTLAND
BOOHOO USA
Store Design - adidas
Authentic, innovative retail concepts emotionally connect to consumers across consumer experiences & digital platforms.
Retail Excellence - Visual merchandising - In-store Communication - Campaign Execution 
MASARYK, MEXICO CITY
Combining the experiences of a physical store with digital experiences on one of the most luxurious streets in Mexico City, The four-floor Brand Centre is surrounded by the best running areas of the city, offering running experience spaces created with local runners and the adidas running community.
Second-floor creator area, design community spaces, and localization in the Mex lab.
Responsible for leading agency and local artist collaboration to create inspiring artwork throughout the store.
Consumer journey, creator spaces, environmental design, and execution. Digital planning and experiences.
Product category planning, detailed storytelling, campaign, and visual merchandising.
MASARYK, LAUNCH
LA CONDESA, MEXICO CITY
Created a hyper-localized flagship store, collaborating with local artists, stylists, and furniture designers, creating a neighborhood and unique store environment that celebrates the Mexican culture and brand heritage, connecting consumers to the brand with meaningful experiences.
Led agency briefings and development of artwork, brand history, and activation direction.
Responsible for store layout planning, fixture placement, and digital tools.
Product assortment, visual merchandising, inclusive mannequins, storytelling, and campaign execution.
LA CONDESA - LAUNCH VIDEO
MADERO, MEXICO CITY
Located in the heart of Mexico City, Madero Street. Designed a store with a consumer-first mindset, creating product localization areas and unique experiences, including a football court where you can come and play a “cascarita" with your friends.
Led market team and agency briefings for experience spaces, artist collaborations, and localization.
Responsible for consumer journey, layout planning, mannequin, and fixture orders.
Product category planning, detailed storytelling, campaign, and visual merchandising execution.
MADERO - LAUNCH VIDEO
FACTORY OUTLET CONCEPT
Designed and developed the future of retail with the first adidas Factory Outlet Concept for Global rollout, bringing relevant digital and elevated consumer experience to premium and mid-scale.
Localized environmental applications, sustainable materials, and a highly modular fixture system with integrated in-store communication tools and promotional creative.
Created an interactive 3D virtual store walkthrough allowing market teams globally to be immersed into the store to educate and support concept rollout.
PULSE - CONCEPT VIDEO
TERREX CONCEPT
The Terrex concept is designed specifically for the outdoor consumer.
Highly digital store with localized experiences and services throughout.
SANTIAGO, CHILE
SANTIAGO, CHILE
Digital & Experience Planning
Visual merchandising, in-store communication, environmental and digital experiences
ENVIRONMENTAL AND INTERACTIVE EXPERIENCES
Responsible for leading agency briefing for artist collaborations, artwork creation, interactive consumer experiences, and activation spaces.
DIGITAL & EXPERIENCE PLANNING
Delivered omnichannel experiences with digital touch-points carefully planned throughout the store to create holistic consumer journeys and interactive and enhanced storytelling focused on sustainability education and celebrating community initiatives.
Space Planning
Visual merchandising, in-store communication, environmental and digital experiences
PLANNING PRINCIPLES & CONSUMER JOURNEY
Responsible for store planning and collaborating with the design team to achieve 3D renders of the store.
Created sketch-up renders of the store for market handover and store planning guidelines.
Each configuration clearly shows category-specific execution for capacity, product plug-and-play, and storytelling communication planning.
Configurations support market, engineering, and store development for fixture orders and opening plans.
Responsible for store layout planning, fixtures, and mannequin orders, in collaboration with engineering, fixture vendors, and procurement.
CATEGORY PLANNING & CAPACITIES
Close collaboration with buying and merchandising team; responsible for creating a store plan that achieves best-in-class consumer journeys and meets product assortment, capacities, and category planning needs.
Execution & Campaign
Visual merchandising, in-store communication, and
Built, led, and developed the first store Visual Merchandising team in North America at adidas largest, 45,000 SQ FT, Global Brand Flagship store on New York, 5th Avenue.
Develop a successful ‘ready to scale’ new store concept for global retail expansion. Led visual and store operations, seasonal, core marketing direction, and execution.
5TH AVENUE, NEW YORK CITY
VISUAL MERCHANDISING & IN-STORE COMMUNICATION EXECUTION
CAMPAIGN EXECUTION
Worked closely with marketing activation, design agencies, and production teams.
Developed global campaign direction, adapting for local markets and consumers and amplifying design creative to flagship excellence.
Achieved impactful end-to-end storytelling, flawless standards, and execution at every detail.
Playbooks & Manuals
Visual merchandising, in-store communication, environmental and digital experiences
BRAND STRATEGY & MANUALS
Brand Strategy to drive growth & playbooks for new concept proposals for senior leadership business strategy, budget, and design development for alignment and sign-off, through to opening.
Wholesale
Branded Spaces - Fixture Design - Digital
Designed Macy’s branded space and new fixture package to manage high and low product capacity.
Created the digitally focused new concept to launch JD Sports flagship store in the heart of Times Square, NYC
Responsible for developing the fixture system, digital tools, and creator experience.