New Store Openings + Experiences
I was hands-on in opening key Specialized retail stores, pop-ups, and experience centers around the world, from concept and store design through launch and grand opening. My experience spanned locations across the U.S., Europe, and Latin America, including Specialized's first company-owned retail store and experience center in the United States.
My involvement evolved from individual store openings into a broader role defining how the Specialized brand should come to life in company-owned retail environments. I developed segmentation strategies, established frameworks for consistent brand expression, and worked with global and local teams to balance a cohesive worldwide experience with the character and needs of each market.
Across openings, my work could include store concepts and floorplans, visual design and graphics, product and merchandising strategy, timelines, launch planning, social content, and grand opening events.
My Role: Retail Strategy · Store Experience · Brand Expression · Creative Direction · Global-to-Local Execution
Here are a few examples:
Local Collections
For select store openings, I developed and designed limited-edition collections designed to connect each location with its local riding community. The collections brought local character into the broader Specialized brand, using place-specific graphics and product to create a more personal connection with riders and give each opening its own identity.
Here are a few of my favorite:
