Store Experience & Design

In 2015, ModCloth expanded their ecommerce business to include brick and mortar locations. What started out as a national pop-up tour (LA, SF, Portland, DC, and Austin) ended up including four permanent locations in Austin, SF, DC, and NYC. I was the key design and marketing partner for the tour and permanent locations, overseeing the brand and marketing creative from concept to opening.

Capturing the playful spirit of the brand involved collaborating with executives and stakeholders across and outside of the organzation. I partnered with the stores, marketing, and fashion merchandising teams on in-store experience and messaging; partnered with site marketing and developer on a cohesive digital experience; sourced vendors to produce custom wallpaper (original prints illustrated by the incredible Julie Seltzer), neon signs, signage, and seasonal store window graphics; and created all in-store and web marketing event materials.

Key partners:
Mallory Lawson, Stores Visual Director
Elizabeth Cooksey, VP of Customer Experience & Retail
Stacie Green, Director of Retail Operations
Julie Seltzer, Senior Textile Designer
Lizz Wasserman, VP of Fashion
Ayame Kawaguchi, Head of Store Design & Visual Merchandising
Dina Dalziel, Director of Brand Marketing