In partnership with some of the world’s most exciting brands, we curate unique assortments with a distinct point of view. These collections are featured in custom-built environments in our flagship stores and online.
Through an intensively collaborative process, our lean team starts by developing a creative strategy deck containing direction for the site experience, marketing copy, gift with purchase and launch plan. With input from our New York based marketing team and approval from the client, we then work with the visual merchanisising team to create the in-store experience through each shop build.
Concept001: Out Cold
Essential gear from 20 of the world’s top performance brands—including exclusive styles—to complete your coldweather kit. Perfect for powdery slopes, muddy trails and city streets alike.
Concept002: Dior x KAWS
The Dior Summer 2019 Men's Collection capsule—including Nordstrom-exclusive styles—created by artistic director Kim Jones and featuring the reinvented logo and bee from New York-based artist KAWS.
A collaboration with Japanese publishing house—printings.jp—featuring an exhibition of rare and collectible works by prolific designers Raf Simons and Helmut Lang. The Tokyo-based publisher’s sought-after retrospective on Raf Simons and the highly anticipated release of a similarly comprehensive book on the work of Helmut Lang, was launched exclusively through New Concepts @NordstromMen.
Each book was presented alongside a curated selection of iconic vintage pieces by both Raf and Helmut, exhibited and for sale in the New Concepts shops of our New York, Downtown Seattle and Vancouver, B.C. stores.
Site & Mobile Experience
Executing the online campaign, designing the site and mobile experience - banners, homepage tiles, app push notifications, integrated tiles - as well as an online long-format editorial, promotional emails and evites.
Creative Strategy & Editorial Shoot
The photography direction was developed by creating a mood board derived from collected print photography, with multiple collateral in one image. To stay within the brand language of printings.jp, we decided to go with something simple and austere.
Gift with Purchase
Every New Concepts comes with a collaborative-branded bag. For this partnership, we also wanted additional collateral that underscored the collectable nature that printings.jp's archival volumes represented; so we created a series of trading cards featuring iconic pieces from notable Raf and Helmut collection, as well as posters for the dual purpose of marketing tool and gift with purchase.
As the lead team member for social media, I designed coming soon/teaser images, as well as a set of cross-platform social media assets for the collection and a special set of marketing materials for the launch campaign. Drawing inpiration from printings.jp's typeheavy brand and combining the design zeitgeist to produce a disruptive effect for maximum impact on social media.