New Concepts

New Concepts is a platform for customers to discover
the latest and best products in menswear.

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.

New Concepts @NordstromMen Concept003:

A collaboration with Japanese publishing house——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.

Site Placements

Promotional Email


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, 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'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.

Social Media

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's typeheavy brand and combining the design zeitgeist to produce a disruptive effect for maximum impact on social media.

Shop Build



Creative Direction: Sam Lobban & Strath Shepard
Creative: Ryan Diaz & Justin Av & Daniel Fickle
Photographer: Manuela Insixiengmay
Copy Writer: Tessa Trudeau
Shop Build: Jake Constantine


Graphic Design
Art Direction
Front-end Development

Available Upon Request.

All work copyright © Justin Av, 2019.

1501 East Spring St.
Seattle, WA 98122
+1 425 319 2028

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Despite careful content control, I assume no liability for the content of external links. The content of the linked pages are the sole responsibility of their operators.

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