La Mer Edge of the SEa

Shanghai, China

The concept for La Mer Edge of the sea in Shanghai’s Power Station of Art, inspired by the harvest, process and rejuvenating effects of La Mer “Miracle Broth”. Each room immerses you through the same journey as the Miracle Broth while staying finely attuned to the imagination.

*In collaboration with School House NYC

The concept was inspired by the brand’s homeland and heritage. Exposing AHAVA’s cultural roots and belief in optimizing, rather than radically changing skin. We created a new platform, voice and tone, and position for AHAVA—Deeper Than Beautiful.

*In collaboration with School House

The concept behind Eve Lom’s idenity was exploring persona and individuality. Blending ideas “ luxury of refusal” and restraint through a material, color palette, and experience.

*In collaboration with School House

Tata Haper, Supernaturals

Supernaturals updated packaging design speaks to the potency of the product. The aesthetic was inspired by the unique hues and colors that exist when sunlight reflects back golden iridescence.

*In collaboration with School House

Toronto, Canada

Floral ceiling install inspired by the flower fields of Provence and the golden rising Sun.

In collaboration with SchoolHouse.

Sulwhasoo Lunar New Year Launch

“Enter here for Good Fortune”

Sulwhasoo Lunar New Year launch party held at “Reception Bar” located in the Lower East Side was brought to life with refined bold accents. We were inspired by the limited edition packaging and tradition. The event space was treated with hand-painted pattern extractions and playful styling.

Rose Campaign & Press Event

Isparta, Turkey

From concept to the rose fields of Turkey, the Rose campaign and press trip was no small task. Wheeling my prop kit down the muddy dirt paths with vintage glass props and solid marble platform felt mythic styled in lush rose bushes among scenic views. The installation like press dinner was a moment to engage the senses. The gathering was centered within the vast space of a local rose factory. The room was full of the scent of rose while floating on a sea of saturated pink. 

Heirloom herbal is about channeling our ancestors and using their wisdom to heal. We are invoking nature, wisdom, ritual, and energy-charged colors. We wanted to bring our ancestors in a modern style.

Vinotherapie Spa

The Vinotherapie Spa for Caudalie was a chance to break away from the typical branding aesthetic and explore the lifestyle side. Drawing inspiration from the founders own personal style, as well as their home in Paris. We wanted to create a modern and eclectic uptown residence.

In collaboration with SchoolHouse.

Concrete Rose is a collaborative portrait series about struggle and overcoming the odds. It was an opportunity to create a balance between subject, location, and style. I wanted the florals to highlight the already existing beauty and message behind the portraits.

Photography Moses Moreno

Instagram rebrand

BATS-TOI is an innovative headgear startup with noted NYU engineers and scientists making contact sports safe with leading technology. “OVERCOME” was our campaign concept. I wanted to visualize the power, drive, and discipline of the athlete through a Sci-FI lens giving the player almost superhuman attributes.

Private Residence

Sourcing and styling florals for this eclectic residence was exciting. The house comes complete with oversized sculptures, vintage furniture, and a giant living plant wall. I wanted the florals to feel like an extension of the environment.

This shoot reflected how nature is a missing component living in cities full of buildings, people, and noise. The imagery invoked a sense to keep nature with you even in small ways. Bringing the flower beds to the bedroom

Photographer Hadar Pitchon

A Retrospective

The level of detail that goes into each runaway look and show had to be represented through the design and styling. The goal was to create an experience that took you behind the scene exposing the craft, and the backstage excitement right before the runway. From atelier mannequins, fabric vignettes, to the bold costumes, the museum materialized an immersive VS experience.

Creme Ancienne Campaign & Press Event

Prague, Czech Republic

Creme Ancienne, Fresh’s highest line is rooted in old-world tradition and craft, as the product is still handmade today by the Monks. The press trip was about educating and understanding the origins of what made Creme Ancienne different. For the brand, it felt best to keep the humble beginnings extended through a minimal color palette and propping expression. It was important to call attention to ingredients, alchemy like science, and the leather-bound texts that keep the tradition alive today.

Each headpiece is customized by project and they require a great deal of craft, time, and detail. I’m collaborating with the stylist, photographer, and model to hone in on the vision. I want the headpieces to feel part of the message, enriched with floral symbolism. 

Web Branding

San Ignacio, Belize

Styling spaces with existing decor poses the challenge of finding the most beautiful shots. The success of our project was knowing when to peel back existing layers and adding lived-in touches. The ideal goal is to create moments for the viewer to see themselves in.

In collaboration with Days of Wonder Studio.

Press Event & Campaign

Milk Bar Factory, Brooklyn

The Cocoa Campaign launch and press event was a hands on culinary and sensorial experience. The launch was held at the Milk Bar Factory in Willamsburg, BK each guest was taught by founder and chef Christina Tosi to make a signature chocolate truffle. Transforming a working chocolate factory posed some challenges while trying to install and style . As a result it required elevating a space strengths and not just overwhelm. The playful propping combined maximized ingredients, graphics, vintage kitchen gadgets and hand drawn blackboard signage.

BRAND LOCALIZATION

Marelybone High St. Store

LONDON, UK

The Fresh Marelybone High Street Store is the first of its kind in exploring brand localization. A deep dive into the history of  original architecture styles, furniture, props, and tying in literary references of the surrounding area, it was a step to connect and engage for the brand beyond it’s own image. The next step was a red eye flight to London to source, and style.

BRAND LOCALIZATION

Fresh Bikes are an interactive brand experience connecting back to the local community and neighborhood of a store location. The first testing grounds took place in Fresh’s Hub of NYC at the flagship Union Square Store. Staying true to the ideals of the project,  partnering with “Workman’s Cycles” New York City’s oldest cyclist company to help build three bespoke bikes. To further the exploration, the Fresh Bikes were transformed to engage the community by collaborations with local artists, plant nurseries, and celebrates Fresh’s 25 years as a brand. Each bike transformation asked the consumer to participate and engage with the brand. It was a moment of discovery and sharing.

POP-UPS

Holiday & Beauty Maskerade

Concept, Design, Merchandising, and Consumer Engagements for all global markets expanding to US, Europe, and Asia. While staying true to the brand, it’s crucial to recognize each market has it’s own set of needs and goals, it’s a constant collaboration to create a culturally customized experience while keeping a cohesive brand image.