Council of Fashion Designers of America

Video, space design

Senior designer

Fjord NYC

In 2016, the Council of Fashion Designers of America launched the Retail Lab at Cadillac House in SoHo to help emerging designers try different ideas and concepts in retail. The program enables select designers to open a retail installation for three months and learn skills integral to succeed in the industry, under the mentorship of fashion industry experts.
In summer 2017, I worked with a small team of Fjordians, an immersion student from Parsons, and an Accenture liaison to ready Pamela Love and her fashion brand for a stint in the CFDA Retail Lab.
Key actions included:
  • Space heuristics — we were able to leverage a previous team's work in this arena
  • Brand research on Pamela Love
  • Laying out several sets of images, statements, products and gathering user feedback on quickly absorbing messages and several experiments to understand the larger story of Pamela Love's product
  • Test, observe, interview people in the physical space
  • Concept, test, and implement a set of five (5) minute clips on 63 environmental displays
Fun facts: it took almost four full days of rendering to make the final five-minute video on an overclocked up Mac Pro for 32 separate high definition versions. Regardless, this was an awesome project to help make.

First, five heat maps over the course of a day as constructed by a previous team of Cadillac House; second, a mockup of the space with rough designs; third, the final visual treatments — a full video is unfortunately not available

My work
My work