Fred Segal is a treasured California icon known for its eclectic and luxe sensibility and welcoming local atmosphere.
Together we launched three new flagships throughout Japan, a large-scale pop up in Las Vegas, and the first LA flagship store in decades. When crafting these new spaces we worked to embrace the unique character of each destination while translating and reimagining the LA attitude and heritage of Fred Segal as an iconic retail destination. To support these spaces, I helped to create all branding expressions – from packaging and custom environmental graphics and installations to the design of Fred Segal Original products and brand extensions.
Art direction and design of neon art
Art direction on top photo moment in the Sunset store
Custom wall vinyl graphics
Menu design and product branding
Color and graphic concept
Art direction and design of floor graphic
Art direction of space and design of wall graphic