FAO Schwarz Licensed Campaigns
Overview
Role: Design Director, Lead Designer & Project Manager
Objective: Create windows and shop-in-shops that feature licensed brands. Windows should tell a cohesive story and look amazing close up and from far away. Corresponding in-store displays should create an environmental experience for customers to step into and act as a culmination of the brand journey. In-store visuals also support live events, giveaways and special promotions.
Solution: Work directly with licensors to provide creative direction for graphics, materials and methodology. Utilize brand assets and create new artwork as needed to fully flesh out concepts. Oversee all printing, fabrication and on-site installation.
A Charlie Brown Christmas
In celebration of A Charlie Brown Christmas’s 60th anniversary, there was a full holiday takeover at FAO Schwarz, for which I led the design. The Peanuts creative team provided the concept for the windows, I oversaw all printing, material selection and the on-site installation. I created the designs for the shop-in-shop and all corresponding holiday décor, using the Christmas Tree farm scene as inspiration for color, patterns and materials. I had a custom Charlie Brown Christmas tree made for the cashwrap.
Barbie 65th Anniversary
To celebrate Barbie’s 65th anniversary, I designed two windows featuring her limited edition dress. One featured the doll collection and the child sized costume dress, the other had a specially made adult size gown in the same design.
Bluey
With the opening of the Bluey shop-in-shop, a window campaign was created to celebrate. I led the design, came up with the concept and created all of the artwork for printing and fabrication. I was the main point of contact with all participating licensees for creative review and approval. These windows were nominated for the WindowsWear Icon Award in 2025.
Bratz
This project took over the front of the store and featured an in-store giveaway and signing with Tyla, following her performance at the Today show. Customers waited outside the store overnight and the line wrapped around the block to purchase limited edition, signed dolls. I came up with the design, selected the fixtures and materials, and oversaw all parts of the installation.
Peanuts
The Charlie Brown Christmas shop was the most successful shop-in-shop FAO had ever had, and for this reason we created a Peanuts campaign thereafter. I designed and oversaw all parts of the creative on this project.
Decora Girls
Decora Girls was first to market at FAO Schwarz and to showcase this launch there was a full window campaign, shop-in-shop and event. I led the design and oversaw printing and installation for all visual components including creating original artwork for vinyl on the window at the iconic piano.
