flagship proposal

As the Creative Team Lead for a collaboration between SCAD and the Benetton Group, I directed a team of creatives in designing the architecture, interior layout, and branding for Benetton's new flagship concept store. We transformed SCAD's cutting-edge design research into a cohesive retail environment. Our approach included careful spatial planning that balanced exploratory discovery zones with clear sightlines, and the strategic placement of dynamic displays. Our goal was to ensure that every fixture and visual element reflected Benetton's modern and vibrant identity.

We enhanced the customer journey by integrating in-store and online experiences. Interactive digital wayfinding stations helped guide visitors through themed collections. Additionally, QR-enabled lookbooks and an intuitive microsite allowed shoppers to save their favorite styles in real time, seamlessly connecting physical inspiration with digital convenience.