A vast space for tasting spirits in every category from clear to brown liquids and every color inbetween. The backlit wall shines through hundreds of bottles of the most colorful offerings making an impactful and immersive backdrop.

The surrounding areas are merchandised by classic cocktails with the necessary ingredients. Each drink segment is highlighted with a larger than life 3D cocktail sculpture and recipe box.

I led the team on ideation and design through execution, inclusive of merchandising scheme, cocktail sculpture design, bottle gradient, fixturing and lit signage elements.

An immersive wine tasting experience for customers to sample varietals from around the world.

A collaborative effort with the wine team to develop the merchandising story highlighting the breadth of assortment and variety of wines that are less widely known.

I led the team on concept development, creative direction, design of visual enhancements, merchandising, graphic design, fixture design and custom propping.

This prototype beer tasting bar in the flagship store serves as the model for our tasting stations in locations throughout the US.

I guided the creative direction for overall look and feel, designed the copper visual enhancements and directed the finish schedule.

The Fine Art of Cabernet and Rosé Your Way are fun and flexible environments highlighting these big wine varietals. I developed innovative ways to distort on the standard fixture collection through exceptional graphic design and art direction, unique props and merchandising.

This shop concept was developed around our product offering for entertaining at home. It’s all about gathering indoors or out for all types of occasions and events.

My team developed shop design, logo and tagline, visual merchandising and backlit lifestyle photography creating an inviting environment. We highlighted recommendations for favorite cocktails using 3D cocktail sculptures, recipe boxes and implemented cross merchandising of drink ingredients.

Created a new identity for the sparkling category with a light, sparkly and celebratory vibe! Raise your Glass feature table leads with Grand Cru followed by sparkling wines from around the world. The aisle is cross-merchandised with gift giving items and gift wrapping products for a complete shopping experience. This presentation can be found in locations across the US.

This environment was designed to enhance the vast selection of old world wines from Bordeaux, France. I infused imagery of authentic architectural details and color found in towns and villages throughout the region. This presentation can be found in select stores throughout the US.

Merchandising campaign developed around creating classic cocktails with specifying ingredients, mixing instructions and bar tools to accomplish. The program took many formats over multiple categories physically and digitally.

This unique sign program was developed in multiple formats and applications to highlight locally made products in all categories. The logo design remains constant while dynamic photo content was sourced for each region.

Total Wine & More took part in the community art project, Artist Uprising, by placing a mural from artist, BigShot-Robot, on the exterior of the store in Bayshore, WI. This is one of many murals painted throughout the development. I developed complimentary environmental images reflective of our brand story for the windows below.

Finding local imagery for each market is a design pillar for our interior spaces. My team researches and defines the imagery we use for these environmental graphic packages.

Eventability, a boutique event marketing agency, sought a new brand identity and asset redesign. A new logo and illustrated marks along with secondary fonts and colors were developed and applied to various printed and digital assets establishing a comprehensive visual brand language. 

Maybelline New York Fashion Week event served as a working studio that encompassed multiple spaces for associates and business partners from around the globe to sample new products from a pop-up shop, photograph models and provide a social media backdrop. A lounge space with crisp white furniture was created to host industry meetings and private parties enhanced with brand communication collateral, modern florals, neon signage and acrylic fixtures for creative merchandising. 

I designed an engaging environment guests can circulate from the reception desk through a backlit illustrated tour of historical highlights, mission and community service statements and toy exhibit. I specified bespoke furniture, interior finishes and collaborated with creative services on the graphic content. All are greeted by a 14’ tall Geoffrey the Giraffe that set the standard in translating Geoffrey's likeness in 3D. Additionally, we developed a gathering space with brand messaging anchored by a video wall with live-feed capabilities.

As the creative lead redesigning FAO Schweetz candy department, I presented the team with the overall design direction, translation of the brand assets and worked collaboratively on floor planning for the expanded space, merchandise placement and fixture design. I resourced production vendors and art directed the creation of the visual elements.

1st Place, Renovation Competition VM+SD Magazine, Specialty Store Under 10,000 SF

I designed an FAO Schwarz branded interior with overscaled neon- tipped birthday cake candles and confetti wallpaper throughout! Kid-friendly furniture was sourced along with a kitchenette and custom cabinetry for maximum function. We developed a branded package of printed party collateral and digital assets to personalize screen content and email messaging.

A new gift wrapping program was developed and standards for presenting packages were rolled out completing the full birthday experience at FAO Schwarz.

The Great Hall, the main entrance of FAO Schwarz, was transformed reflecting the new branding direction. The saturation of signature color red was key along with the distortion of toy soldier imagery. Crucial to the project was creating a flexible and user-friendly universal fixture standard allowing greater merchandise capacity to support growing sales. 

The rebranding effort touched every part of the business inclusive of the toy soldier costume. My team was responsible for designing the new costume with seasonal versions and resourcing for production. Shown are the sketches for the new design created by a creative colleague with great fashion sense and illustration experience.

The Big Piano, the number one attraction in FAO Schwarz, required a fresh environment with the introduction of the new brand assets. We focused on the color red and a graphic presentation that would be a powerful backdrop to countless customer photographs!

In celebration of the 150th Anniversary of FAO Schwarz, a holiday themed graphic application was designed for the store exterior. Three dimensional sleigh bells, large confetti and ribbons suspended from the ceiling flooded the store’s interior.

Marking the milestone, a special gallery of over 30 artifacts and playthings of historical significance to the brand and the toy industry were placed throughout the selling floor. I created playful museum quality vitrines and signage for displaying these historic items.

I was challenged with bringing heritage pieces back to FAO Schwarz for the 150th Anniversary Celebration. The cost of restoring the clock tower prohibitive, I recommended the design of the wall-mounted refurbished clock face surrounded by new brand marks and new sound system for looping the beloved jingle Welcome to Our World of Toys.

The concept for Wonderful Books for Boys & Girls was inspired by the historic FAO Schwarz book catalogue cover art from years past. I designed the 3D sculpted centerpiece, faux scrolled ironwork hangings and dimensional lightbox surrounds, fixtures and floor plan. The catalogue cover art was digitized and enlarged to show in the light boxes surrounding the shop perimeter.

The department was reimagined with updated branding reflective of the board game imagery and increased merchandise capacity. As the creative lead, I worked with Hasbro ensuring the integrity of the iconic characters and presented the designs for the overall floor plan, placement of 2D and 3D visual elements, fixture design, unique signing and floor design. 

Our partners at Nestlé set out to create the first Wonka Candy Shop located in Toys”R”Us Times Square. They provided the creative direction and I guided the team on floor planning, resourcing and fabrication of the shop fixtures, visual elements, custom patterned floor tiles, and overall project management.

This shop design was presented to our platform partners funding the project for entry into the video game business at FAO Schwarz. I designed this space with rings of color to identify the brands, unify the perimeter walls of interactive displays and merchandising and maintain egress in the extremely narrow footprint. We were successful at matching multiple materials to brand colors achieving the necessary consistency and clear separation of platforms.

I provided a comprehensive concept for introducing consumer electronics categories into FAO Schwarz. The environment was detailed with interior finishes, visual enhancements, interactive displays, millwork, metal fixtures, showcases and departmental lighting.

Apple iPad was introduced into select Toys”R”Us locations and the NYC flagship. I worked within the strict Apple brand guidelines to create a customized environment Apple approved and was unique to the flagship. My focus was in selecting superior finishes to elevate the presentation aesthetics while withstanding the wear and tear of interactivity and high traffic.

A huge initiative for the company, Skylanders was set in the window space overlooking Broadway and the selling floor directly below. The window design I presented for Skylanders was visible from 360 degrees and the collaborative shop design on the level below positioned Toys”R”Us Times Square as the ‘headquarters’ for the property. 

I was able take part in the NYC holiday window tradition by designing overscaled internally lit musical notes with light show and dancing elves at the street level windows. The window design was supported by commanding the entire expanse of the store exterior with decaled lyrics and the scrim graphic design all inspired by the famous Toys”R”Us jingle. This presentation was visible to millions and millions of television viewers all over the world on New Year's Eve!

Toy’s to the World! Another holiday window presentation with a mix of 2D and 3D elements, window decals and theatrical lighting. Theming tied back to the corporate marketing campaign.

I conceptualized Gazillions of Toys for this holiday window design combining the corporate marketing campaign with a New York City edge. The subway inspired graphic design elements were created exclusively and my team was responsible for engineering, construction and installation of the 3D subway cars and graphics.

2011 Racie Award-Silver for In-Store Non Digital Display

A talented visual associate from my team created this series of artwork for workspace décor in Toys"R"Us Times Square. Each image was printed at 4'x4' and framed with 4" wide aluminum frame.  

The media launch event at the Babies"R"Us flagship store featured displays of the exclusive line of apparel, nursery furniture and room décor. My team developed the interior visual collateral and exterior window graphics to announce the launch.

A year later we designed the environment for a fashion show in celebration of the 1st Birthday of Truly Scrumptious by Heidi Klum during New York Kids Fashion Week.

For the black-tie gala event attended by 1,300 industry leaders, we infused design details from circus imagery into the graphic design and multiple event environments including stage design. Repurposed props, lighting design, clever table scaping with delicious favors made for a lively backdrop for a successful evening raising 4M+. 

The scope of the annual event begins with ideation for look and feel and the output extends to graphic design for printed collateral and digital messaging, environmental décor, stage design for live performances, table settings for white-glove dinner service for 1,300 guests and thank you favors for each guest customized with packaging to reflect the theme of the event. I developed the creative direction for the 30th Anniversary Gala to combine various traditional elements contrasted by modern finishes and trendy graphic patterns with a soft color palette.