Target Board of Directors
Immersive Experience
Hardlines Reinvention
Conceptualized and led the end-to-end design of an immersive experience for Target’s Board of Directors to bring the Hardlines reinvention strategy to life. Rather than relying on a traditional PowerPoint presentation, I translated the strategic shift of the entire Hardlines pyramid into a fully physical, sensory-driven environment that allowed leaders to feel the transformation.
I designed the experience holistically, from spatial planning and fixture selection to product curation and storytelling flow, while securing cross-functional alignment and partnering with external agencies to flawlessly execute the vision.
The impact exceeded expectations: the installation generated significant buzz among board members, prompting those unable to attend to fly in later to experience it firsthand. The immersive approach built strong confidence in the strategy, reinforced belief in future investments, and secured leadership alignment behind the reinvention roadmap.
Mapping of the space
Kendra Scott Target Launch
Brand Integration
& Retail Experience Strategy
Partnered with the Kendra Scott team to translate the brand’s distinctive jewelry experience into the Target retail environment, developing a strategy that allowed the brand to live authentically within Target’s ecosystem while elevating the jewelry and accessories department.
A key priority for the Kendra Scott team was ensuring the assortment felt clearly differentiated from the rest of Target’s jewelry offering, both in product assortment and in the way it was presented. To support this, I conducted a comprehensive audit of fixtures historically used within Target stores to identify opportunities to elevate the experience while remaining operationally feasible within the existing retail system.
The concept was developed with the intention of creating a true shop-in-shop experience, a moment within the jewelry department that would feel closer to a branded pop-up or boutique environment rather than a traditional Target assortment set.
Through this research, I identified marble and solid wood table fixtures that could be adapted to support the program. The marble surfaces instantly elevated the presentation while creating a natural connection to Kendra Scott’s signature stone jewelry, reinforcing the materiality of the product. The warm wood elements provided contrast against the surrounding white metal fixtures typically used in the jewelry department, creating a distinct brand moment that visually signaled the premium price architecture of the collection.
To further strengthen the brand distinction, I reimagined the fixture accessories used throughout the jewelry department. While Target’s existing jewelry fixtures utilize silver hardware and accessories, I designed a dedicated suite of gold fixture elements for the Kendra Scott presentation. This subtle but intentional shift in material language created immediate visual differentiation while aligning with the brand’s signature gold tone and elevated aesthetic.
Alongside the design exploration, I performed a comprehensive capacity study of the jewelry and accessories floorpad to determine how the Kendra Scott assortment could be integrated while maintaining the productivity of the overall department. I partnered with merchandising teams to analyze category penetration and sales contribution across the department, using these insights to carve space for the new brand while protecting high-performing categories and right-sizing underperforming ones.
Based on this analysis, I developed a comprehensive merchandising guardrail that guided how teams should buy into the updated space, establishing new category penetration targets and assortment balance to ensure the department felt cohesive, easy to shop, and commercially optimized.
The concept launched in October 2023 and immediately exceeded expectations. Within the first month, the assortment sold out across multiple locations, prompting merchandising and planning teams to quickly secure additional inventory from Kendra Scott. The strong customer response validated the shop-in-shop concept, and the success of the launch led to expansion into additional markets as the program continued to scale.
Flagship version concept
Fixture package exploration
Category penetration study
Fan Central - Target
Enterprise Retail Concept
& Experience Design
Conceptualized and led the design of Fan Central, a new in-store destination created to unlock growth in licensed sports fan apparel through a national brand partnership. Working closely with merchandising partners, I translated a sales-driven opportunity into a scalable retail experience that could live seamlessly within Target’s existing store environments.
Rather than simply adding more product to the floor, I reimagined how space could be carved from the domestics department to create a dedicated sports fan destination without disrupting the overall store journey. I partnered with merchandising and planning teams to help develop a detailed space analysis comparing projected Fan Central sales performance against existing domestics category productivity, identifying the optimal square footage that could be reallocated from the domestics pyramid while maintaining overall department performance.
From early spatial studies and adjacency planning to renderings, fixture testing, and marketing integration, I led the concept development end-to-end, designing a modular merchandising system that could scale across Target’s fleet of 2,000+ stores while adapting to regional sports fandom and seasonal fluctuations.
To ensure seamless in-store execution, I also worked cross-functionally with merchandising and store operations teams to align the domestics transition timing with the Fan Central rollout, enabling a smooth transformation of space and minimizing disruption to the store environment.
The concept is scheduled to launch in stores in October and is projected to at least double the current Fan Central business, significantly expanding Target’s share of the licensed sports fan merchandise market.
Most common version concept
Capacity and Category Study
Flagship exploration
Ralph Lauren Chile
Immersive Showroom Experience
At Ralph Lauren, a collection is never just product, it’s a world. My role was to build that world physically.
I led the concept, spatial design, and execution of an immersive showroom experience that translated seasonal collections into lived environments. The objective was twofold: deepen product understanding for store teams and create an elevated, editorial-worthy preview for magazine editors and top clients.
Instead of traditional racks, I developed three distinct narrative spaces:
Coastal: a reclaimed wooden deck introduced texture and architectural cues inspired by seaside living.
Beach: sand installations grounded the collection in a relaxed, sun-washed setting.
Loft: vintage gym props and industrial elements reinforced an urban, black-and-white athletic sophistication.
Each mannequin was styled as a character within its environment, showcasing silhouette direction, layering strategy, and cross-category merchandising, bridging inspiration with commercial clarity.
The showroom became more than a display. It became a strategic storytelling platform, aligning teams, elevating perception, and transforming product education into an immersive brand experience.
