RETAIL EXPERIENCE
& CONCEPT DESIGN
Delivered immersive, story-led visual merchandising and retail environments that translated brand identity into emotionally resonant, commercially effective spaces. Unified visual merchandising, spatial design, and storytelling to create seamless omnichannel brand experiences connecting physical and digital touchpoints globally
Retail Concept Development
The Trafford Centre AllSaints Relaunch
MARCH 2024
In collaboration with the Store Design Director, I helped to evolve the AllSaints store concept to enhance the customer experience at every touchpoint. Every detail was re imagined, the design introduced refined materials, softer lighting, and luxe tactile finishes, creating a warmer, more polished environment while retaining the brand’s rock ’n’ roll edge.
This project sharpened my skills in concept development, interior flow planning and space optimisation. Resulting in sales increase of over 10% year on year. This concept is now being rolled out across all new and refurbished stores.
Pop Up Concept Development
Soho Pop Up Store AllSaints
NOVEMBER 2023
Led the end-to-end creative ideation, design, layout, and visualisation for a high-profile Soho pop-up store. With just 8 weeks and limited budget, we transformed a vacant space into the highest-grossing store in the North America market. Bold campaign graphics and immersive branding set the stage for the Winter Collection.
The project demanded strong creative leadership and close cross-functional collaboration. We navigated operational challenges efficiently and delivered a standout experience as a unified team.
CONCEPT DEVELOPMENT
Developed a bespoke mannequin range for AllSaints, featuring articulated arms and new head designs to bring greater movement and personality to window displays. Drove the design and global rollout of a refined hanger collection and multiple premium prop packages, elevating the brand’s in-store aesthetic and supporting a more cohesive, elevated customer experience.
VISUAL MERCHANDISING AS BRAND EXPERIENCE
Developed clear, insight-driven visual strategies for window displays and in-store presentation translating large and often complex collections into cohesive, compelling messages. My approach balances storytelling with product focus to enhance customer engagement, improve dwelling time and drive commercial performance. This is supported by the timely rollout of comprehensive visual guidelines and training tools, ensuring consistent brand execution and excellent high standards across all global touch points.
Crafted visually striking, story-led experiences for windows and in-store spaces, transforming complex, expansive collections into clear, emotionally engaging narratives. Aligned to global multichannel marketing activations every display is designed to spark curiosity, invite exploration, and connect customers to the brand on a deeper level. By pairing creativity with strategy.
ALLSAINTS LEATHER FOREVER CAMPAIGN - SEPTEMBER 2025 - WINDOW CONCEPT
ALLSAINTS INTO THE NIGHT CAMPAIGN - WINTER 2023 - CHRISTMAS WINDOW CONCEPT
VISUAL MERCHANDISING DIRECTIVES
Led the creation of globally tailored visual merchandising guidelines for diverse store formats and international markets. Each directive was adapted to reflect local customer profiles and spatial nuances, while staying anchored in brand storytelling and aligned with broader campaign and omni-channel direction. Maintained an agile understanding of product assortments and seasonal collections to ensure every execution was visually impactful, consistent, and precise.
VISUAL MERCHANDISING BUILDING EXPERTISE
Smart Saints VM Pathway
Launched June 2025
With strong partnership from the L and D team and VM leadership launched a dynamic, four-part training journey to build confidence and sharpen visual merchandising skills across our retail channel. Delivered through the Smart Saints platform, these expert-led, bookable online sessions were fully interactive, designed to inspire, engage, and deep-dive into everything from styling and display standards to floor set planning and region-specific adaptations.
The response exceeded expectations, with record-breaking attendance and glowing feedback, and the impact is clear: stronger execution in-store, more confident management, and a renewed energy around visual excellence. Regular store visits and further one to one training sessions compound this message and continue to strengthen visual discipline.