hOLLISTER HOUSE

I was brought into Abercrombie & Fitch in 2021 as a Senior Concept Designer to create a revamped retail concept for the Hollister brand. Dubbed “Hollister House”, the intention was to create a bright, more open, and cost efficient concept for the brand that spoke to its California identity and coastal vibes.

My role involved guiding the creative process for concept generation with a team consisting of store design, marketing and graphics, and creative direction. I designed the fixture package, finishes, and concept guideline for the brand, oversaw prototype development, and led the design of the first prototype store in the Roosevelt Field Mall.

The concept has since been used to open stores around the world from Dubai, to London, to the North Shore of Boston.