I developed the design for the global store standards for this brand with full creative direction and ownership in 2016-2017.
I provided comprehensive audit of the brand experience and its stores at the time, establishing tailored benchmarking best practices to inform the new design. The assessment included competitive strengths, as well as opportunities to enhance the customer experience.
Through client work sessions I established the design criteria, principals and proprietary language for the different retail fixtures. The 50+ page CM’s Global Store Guidelines Book outlines the elements needed to create a new retail experience. They include: approved signage elements, design principals, a planning checklist, layout examples, different fixture types, merchandising organizational principals and examples of incorrect use of the elements.
The project included the design of the first 5 new stores for different airport terminals in China and Thailand.
