A French pop-up concept built around the 20-year anniversary of Angel, the perfume that debuted in 1992 and ran as the house's signature for two decades. The brief I set for myself was personal — rooted in the Fall-Winter 1995 haute couture show and a long family history with the scent. The concept centers on that mythology rather than a product launch.
A splash campaign concept for Louis Vuitton luggage built around the idea that you take your experiences with you, inside your Courrier. Pitched for London and Shanghai.
CONCEPT, CAMPAIGN DIRECTION
An installation concept for Miu Miu set in Marfa, an elevated festival experience that leans into the West Texas landscape as both backdrop and context. The idea was that the setting does as much work as the brand.
CONCEPT, EXPERIENTIAL DESIGN, CREATIVE DIRECTION
Skiing is one of the more punishing things you can do to your skin. Wind, altitude, cold, and UV do real damage, and most people don't think about it until they're already inside peeling off layers at the end of the day. This concept starts from that gap.
For a limited winter residency in Jackson Hole, I concepted the transformation of an existing ski outfitter space into an Aesop skincare station, a working pit stop designed to meet skiers at the moment they actually need it. The space retains the bones of the original shop, raw wood, worn metal, the honest texture of a working mountain environment, with Aesop's material language layered in strategically.
The objects designed for the activation were built around the constraint of the slope itself. Nothing that adds weight or bulk to a jacket. A resin clip, the Descent Slide, holds a single Aesop tube or tin and attaches to a zipper pull or belt loop.
The concept was built for Jackson Hole specifically because the landscape earns the tension. The harshness of the mountain and the restorative quality of the product are in genuine conversation there in a way that a more polished resort town wouldn't allow.
CONCEPT, SPATIAL DESIGN, OBJECT DESIGN, MERCH DIRECTION, EXPERIENTIAL DIRECTION, COPYWRITING
