FAO Schwarz Flagship Design
Overview
Role: Design Director, Lead Designer & Project Manager
Objective: Create windows, in-store displays and shop-in-shops by producing original artwork and concepts. Ensure all designs fit within the world of FAO, highlight key products and elevate sales.
Solution: Draw from knowledge of the brand and the customer to nurture an aesthetic that physically fits within the store and, “brings theater to retail”. Consider the longevity of each project in selection of materials, budget and timeline. Ensure that all areas inside the store are able to be shopped, durable for heavy foot traffic and thematically special.
NYC Summer Windows
For this project, the goal was to celebrate summer in New York City. I created the concept, all of the artwork and managed the installation for these two windows. I chose to place life-sized plush studio pieces in iconic locations, where they are having quint essential NYC summer moments. The idea was to fill large windows with eye-catching compositions that can be read from a block away, but are beautifully detailed up close.
NYC Subway Shop
The purpose of this temporary shop was to feature all of the NYC commemorative merchandise in a space that felt core to the city.
Plush Facade
Plush is a top category for FAO and for this reason it is prominently displayed at the front of the store. I designed around the existing fixtures to give the area an aesthetic upgrade with better lighting, classic architecture and touches of fabric. This design also adds an opportunity for built in branding signage and decorative upper displays, all of which can easily be changed.
Seasonal Shops
Areas of the store are dedicated to feature rotating collections. For each season, I design spaces that transform the environment and then I utilize this design language throughout the store in corresponding window, upper and vitrine displays. Design work includes creating graphics and illustrations, adding lighting, purchasing and fabricating props.
Clocktower
The clocktower is an iconic part of FAO’s history and brand DNA. I designed shelf standards to better utilize its unusual footprint for merchandise and updated it with clean color blocking and custom marquee signs. These signs enable different brands to be easily showcased while keeping the area core to FAO.
