Retail
Expansion

Customer Experience & Brand Environment

Collaborated cross-functionally with architects, design teams, and leadership to develop a flagship environment that reflected the brand’s refined aesthetic and evolving lifestyle positioning.

I was the creative leader for relocating AMSALE’s New York Flagship from Madison Avenue to SoHo, creating a space that merged couture bridal heritage with a contemporary luxury retail experience.

  • Hand Made Textured Tiles

    Inspired by fabric weave

  • Custom Atelier Caddy

    For measuring tape, pins and clips

  • New York Artisans

    Custom light fixture from Brooklyn

  • Vintage Furniture

    Sourced from Europe

  • New York Artisans

    Hand printed wall texture

  • Private Fitting Room

    Designed to feel like a home

  • Customizable Rooms

    Designed to be multi-product

  • Curved Architecture

    Represents Female Form

  • Ready-to-Wear

    Event dressing front of house

  • Vintage Furniture

    Sourced from Europe

  • Something Borrowed

    Key artwork from original Flagship

  • Pearl Shell Wallpaper

    Inspired by the hand beading on our gowns

Developed a flagship experience centered on personalization, craftsmanship and hospitality.

As featured in WWD.

“Speaking about the evolution of design, Swann said the SoHo space is giving her team inspiration to expand all collections. “Design is super exciting right now because there are no boundaries for us. The dresses that we're really pushing in terms of statement I think are attracting people to the brand. It might not necessarily be what they purchase, but it gets them in the door, like the Orchid gown from this season or the Rosemary gown from the previous. Those gowns are like, 'Wow, I want to go and see what that brand can do and what it can offer.' That's our general design approach — what are those things that get people talking and what is this collection of the ultimate Amsale gowns that represent the full collection,” she said.”