FAO Schwarz x Nordstrom
Overview
Role: Design Director
Objective: Partner with Nordstrom to open an FAO Schwarz shop in shop in their flagship location. Roll out 8 additional FAO retail expressions at strategically selected Nordstrom locations throughout the country.
Solution: Create FAO branding guidelines and connect directly with the Nordstrom team to adapt them for the Nordstrom customer. Work closely together to roll out in-store experiences, graphics and visual moments that maintain the FAO wow factor so customers feel transported when they walk into the space, but still fit within the world of Nordstrom. Continue to oversee the flagship location for seasonal updates and improvements which are carried out at all other locations subsequently.
Design
Visited Nordstrom stores throughout the country with the Nordstrom team to become truly enmeshed and determine the best locations and adaptations for all FAO shops. Worked closely with head merchant to establish a floor plan that is visually captivating and best for selling. Provided details on experiences, graphics, design and in-store execution to the Nordstrom teams with consideration for cohesiveness with FAO’s international stores. Oversaw approvals and all design feedback providing overlays and creating assets as needed. Developed a signage methodology that works across brands, fixtures and locations for uniformity and updates. Designed and sourced custom props and supplies for FAO-abulous and My FAO Doll in-store experiences.
