URBAN OUTFITTERS · ROSEVILLE, MINNESOTA
VISUAL LEAD | NEW STORE OPENING
From empty retail space to photo-worthy opening in 7 days? Challenge accepted. Overseeing UO's top merchandising and display teams, I drove the completion of inspiring and impactful visual installations in two new multiple-concept stores.
a colorful yet cohesive mix
The styling stayed wearable by bouncing prints between the outfitting clusters and including neutrals in the palette. A pop of color was dispersed throughout the shop to keep interest from front to back, while not feeling overwhelming within the space.
make the most of the space
An impactful display with limited space required a creative approach to fixturing. In addition to approaching the styling head-on, a low-to-high method was applied and forms were slightly turned to break up the linear positioning.
fill in the gaps
Light inventory challenged the team to make each concept feel full. Product displays intentionally filled the space, along with double-represented full assortments on top of fixtures and below.
Through cohesive design, smart use of color, and strategic spatial choices, both stores successfully brought the brand ethos to life and exceeded opening weekend goals—one by over $14K.