Retail Design
Retail design is where creativity, innovation, and storytelling come together to shape memorable brand experiences. Through thoughtful concepts and immersive environments, each project transforms spaces into engaging narratives that connect with customers in meaningful ways.
The Kiss, Exclusive Window - 5th Ave NY
Design the 5th Ave Flagship Exclusive window to introduce the new LEGO Art collection set, The Kiss and position it as the hero of the window.
Role
Concept Development
Creative Direction
Art Direction
Campaign Design
Retail Environmental Design
Production Artwork
Vendor Coordination & Production Management
Key Accomplishments
Reimagined a retail window as a museum exhibition, using gallery-inspired architecture, focused lighting, and minimal visual clutter to elevate the LEGO Art portfolio.
Established The Kiss as the undisputed hero product by centering it on a raised architectural wall, increasing its scale and prominence relative to surrounding artwork.
Created a visual journey where supporting art pieces framed the hero, encouraging viewers to scan the display as if walking through a curated gallery.
Balanced commercial objectives with premium storytelling, making the products feel collectible while remaining approachable and shoppable.
Used restraint as a design strategy, relying on clean white surfaces, negative space, and directional lighting to allow the artwork itself to command attention.
Strengthened the perception of LEGO Art as home décor and cultural expression, helping shift consumer perception from toy to design object.
LEGO® Vehicles Campaign - 5th Ave NY
Create a large brick installation to showcase the Vehicles Campaign in the 5th Ave NY
Role
Concept Development
Creative Direction
Retail Environmental Design
Production Artwork
Vendor Coordination & Production Management
Key Accomplishments
Designed a high-impact retail display featuring large-scale brick-built vehicle models.
Developed dynamic environmental graphics inspired by motorsports, including racing flags and motion-driven visuals.
Art Directed our Model Shop to create the large scale builds and podiums.
Produced production-ready artwork and collaborated with fabrication vendors to ensure quality execution.
Created a cohesive visual connection to the broader in-store campaign while giving the flagship location a distinctive presence.
Delivered an immersive retail experience that enhanced product storytelling and shopper engagement.
LEGO® Gaming Campaign - 5th Ave NY
Create an immersive gaming experience through 2 Flagship Windows at the LEGO® Fifth Avenue Store, bringing the energy, storytelling, and visual identity of
the Gaming Campaign to life in a
high-impact retail environment.
Role
Concept Development
Creative Direction
Art Direction
Retail Environmental Design
Production Artwork
Vendor Coordination & Production Management
Key Accomplishments
Defined the visual direction for the campaign graphics across both windows.
Created a cohesive design system spanning multiple gaming franchises.
Integrated large-format graphics with custom
brick-built installations.
Art Directed our Model Shop to create the large scale builds and podiums.
Strengthened campaign storytelling through environmental graphic design.
Contributed to a high-profile flagship retail experience seen by thousands of daily visitors.
LEGO® Toy Fair NY
Design the environmental graphics for LEGO Toy Fair booth, creating a cohesive visual experience that highlighted the year's new product launches. The work included large-format exterior graphics, interior branded environments, and product-focused displays tailored for retail buyers.
Role
Concept Development
Creative Direction
Art Direction
Retail Environmental Design
Production Artwork
Vendor Coordination & Production Management
Key Accomplishments
Developed the interior visual system, organizing the booth into distinct themed product zones that reflected each LEGO brand and collection.
Designed graphics that complemented and elevated the physical brick set displays, creating an immersive retail presentation.
Produced a cohesive visual identity that guided toy retailers through the showroom and emphasized key product stories.
Collaborated with cross-functional teams to ensure graphics aligned with product marketing, brand standards, and the booth's architectural design.
Delivered artwork for large-format production and installation within the event schedule.
LEGO® Video Campaign
Create an immersive retail experience for the launch of LEGO® VIDIYO™, introducing a new play platform that combined physical LEGO sets with an interactive music video experience. Through engaging in-store environments, the campaign showcased how kids could bring their Minifigures to life, create and share performances, and discover a new way to play.
Role
Concept Development
Creative Direction
Art Direction
Retail Environmental Design
Production Artwork
Vendor Coordination & Production Management
Key Accomplishments
Created immersive retail displays that communicated the connection between physical products and the interactive digital experience.
Designed and art directed a large-scale blow-molded llama feature with integrated lighting and motion, creating a dynamic window centerpiece that captured attention and brought the playful spirit of LEGO® VIDIYO™ to life.
Designed environmental graphics and merchandising elements that captured the energy, music, and creativity of the brand.
Collaborated with internal teams, model makers, and production partners to deliver high-quality retail installations across multiple store formats.
Balanced product education with bold visual storytelling to help customers understand an entirely new play concept.
LEGO® Super Mario Campaign
Design a bold and engaging brand presence for the new launch of the LEGO Super Mario Sets
Role
Concept Development
Creative Direction
Art Direction
Campaign Design
Retail Environmental Design
Production Artwork
Vendor Coordination & Production Management
Key Accomplishments
Designed immersive window and in-store experiences that encouraged product interaction.
Produced final assets for fabrication across multiple retail environments.
Collaborated with vendors from design through installation to ensure high-quality execution.
Delivered a cohesive, brand-consistent experience across all customer touch-points.
Customer asked for installation in their main offices to showcase the design to their employees.
LEGO® Lord of the Rings Exclusive Window
Design a cinematic retail window experience inspired by the iconic world of The Lord of the Rings™.
Role
Concept Development
Creative Direction
Retail Environmental Design
Key Accomplishments
Developed the creative concept for an immersive retail window promoting the LEGO® Icons The Lord of the Rings: Barad-dûr™ exclusive set.
Designed custom environmental graphics inspired by the dramatic landscape of Mordor.
Worked with vendor to create hand-painted lava artwork and collaborated on custom foam-sculpted scenic elements to enhance the cinematic experience.
Blended environmental design with product storytelling to create a visually impactful retail destination.
Willy Wonka Exclusive Window - 5th Ave NY
Develop an immersive retail experience that brings the whimsical world of Willy Wonka & the Chocolate Factory to life showcasing the Exclusive LEGO® set.
Role
Concept Development
Creative Direction
Retail Environmental Design
Production Artwork
Vendor Coordination & Production Management
Key Accomplishments
Collaborated on creative concept for a flagship window celebrating the exclusive LEGO® Willy Wonka & the Chocolate Factory set.
The layered environmental creates an experience with vibrant graphics, oversized confectionery elements, and immersive scenic details.
Created a cohesive visual journey that naturally directed attention to the featured product through composition, scale, and storytelling.
Coordinated with production vendors to ensure the creative vision was executed to a high standard for installation.
LEGO® Jurassic World Campaign
Create a bold, immersive retail campaign that brought the excitement of Jurassic World to life across the window and primary in-store display, supporting both the film launch and new LEGO® product range.
Role
Concept Development
Creative Direction
Art Direction
Environmental Graphic Design
Retail Experience Design
Campaign Design
Production Artwork
Vendor Coordination
Production Management
Key Accomplishments
Collaborated on the creative concept for the primary window and in-store display.
Designed a cohesive campaign experience across multiple retail touch-points.
Created large-format environmental graphics supporting the film launch.
Showcased the latest LEGO® Jurassic World product range through immersive storytelling.
Delivered production-ready artwork for vendor coordination to ensure high-quality execution.
LEGO® Ninjago Secondary Display
Create an engaging in-store display that supports the launch of the latest LEGO® NINJAGO® range through product presentation, storytelling, and interactive digital content.
Role
Creative Direction
Art Directionn
Environmental Graphic Design
Retail Display Design
Production Artwork
Vendor Coordination
Production Management
Key Accomplishments
Developed the creative concept for the NINJAGO® launch display.
Integrated product, bulk-stack merchandising, and digital content into a cohesive display.
Produced artwork for fabrication and installation and coordinated production to ensure successful in-store execution.
LEGO® Super Mario Campaign
Develop an immersive retail campaign that brings the magic of LEGO® Harry Potter™ to life through storytelling, interactive play, and exclusive promotional rewards.
Role
Concept Development
Creative Direction
Environmental Graphic Design
Retail Experience Design
Interactive Play Design
Promotional Collateral Design
Production Artwork
Vendor Coordination
Production Management
Key Accomplishments
Developed the creative concept across window,
in-store, and play experiences.
Designed immersive graphics inspired by iconic Harry Potter™ moments.
Created an interactive build-and-play activity to engage younger audiences.
Designed exclusive promotional rewards, including sticker sheets and collectible buttons.
Delivered production-ready artwork for retail graphics, play elements, and promotional materials.
Coordinated production and installation to ensure seamless campaign execution.