I’m the Retail Creative Director at EWI Worldwide, bringing over 16 years of experience in the retail industry. My journey began at the Milwaukee Institute of Art and Design, where I focused on Industrial Design.

Early on, I developed a passion for furniture design and took a course in environmental design, which ignited my love for envisioning branded spaces. Today, I lead a talented team of designers and engineers, crafting unique activations in partnership with some of the most recognizable brands in the industry.

From a young age, I’ve always been passionate about drawing and knew I wanted to be an artist. As a designer, I focused on the details, striving to perfect my visualization skills while gaining a deep understanding of how things are made and why.

My love for creativity is matched by a fascination with engineering; I believe that while a beautiful design is important, understanding its construction is essential. This blend of creativity and technical knowledge is crucial when developing unique solutions to complex problems.

EWI is a privately owned company that originated in the exhibit industry, where we found parallels that can be translated into retail. To focus on this sector, we established a division dedicated to retail, specifically targeting automotive, specialty retail, and consumer electronics.

We specialize in design, engineering, and build-out of brand activations across various verticals. As the Retail Creative Director, I lead a talented team of designers and engineers to deliver unique solutions for our clients. I consider myself a working manager, actively collaborating with my team to ensure we reach our fullest potential.

To me, creativity is about envisioning the unseen—using critical thinking to formalize and visually communicate ideas that solve complex problems. It extends beyond design; it encompasses how we engage with clients, discuss potential projects, and creatively express their brands in retail.

From a business perspective, creativity also involves balancing sales objectives with innovative solutions. I've learned that creative skills are essential not only for design but also for understanding broader perspectives from multiple vantage points.

With experience comes an intuitive understanding of what the client is seeking. To make an idea truly creative, it’s essential to push beyond the status quo.

Understanding my team’s strengths and weaknesses is crucial in any design process. We start each project by establishing clear objectives and goals to set a solid foundation. From there, my team enters brainstorming mode, creating inspiration boards to guide our concepts.

I particularly enjoy this step because it allows us to define three distinct concepts: one that aligns closely with the client’s vision, another that pushes the idea further, and a third that serves as our "ace in the sleeve." Depending on the project's needs and timeline, we utilize various visualization tools to effectively communicate our designs.

Earlier in my career, I was passionate about the visualization aspect of design, reveling in creating beautiful visuals with meticulous details.

However, as I gained more experience and transitioned into management, I found that my favorite part of the creative process is winning the sale. I leverage my creative skills to collaborate with clients and build strong partnerships even before a project begins.

If I had to define my creative style, I’d say I have a deep appreciation for mid-century modern design, which often subtly influences my work.

However, I embrace a variety of creative styles, as each project we undertake is typically one-of-a-kind. We rarely repeat a style or approach, and I believe this versatility is one of the reasons our clients appreciate our work.

Retail markets vary significantly from country to country, and it's essential to consider how consumers shop in each location. Each market presents its own unique set of challenges.

It’s an honor to receive recognition for our creative work. While we don’t pursue awards for their own sake, it's gratifying when the industry acknowledges a unique project. This achievement was truly a team effort, showcasing the talents of our multidisciplinary group at EWI.

In November 2023, the Formula One World Championships launched the Las Vegas Grand Prix. T-Mobile acted as a presenting sponsor and exclusive wireless provider for the event.

To leverage this sponsorship, the company created a wide-ranging set of T-Mobile/Formula One touchpoints across the city. As part of T-Mobile's larger marketing push related to its F1 sponsorship and drive customer engagement, T-Mobile wanted to create an engaging F1-themed experience at their Las Vegas Signature Store to attract, engage and sell to customers and prospects.

EWI turned the Las Vegas Signature store into a highly visible, one-of-a kind destination for race fans, tourists, and customers. This was a complete store takeover with integrated high impact, experiential moments, featuring targeted merchandising zones designed to spark excitement and drive traffic before, during and after events.

The activation provided a great customer experience. During the final week of the engagement, a store manager relayed that the F1 experience was the best example of experiential retail that he could remember.

During the week of the Las Vegas Grand Prix, the T-Mobile Signature Store experienced more than 7,600 customer engagements — over 170% YOY increase compared to 2022. The 12-week campaign had over 40,000 customer engagements.

With F1 taking over Las Vegas, our challenge for this project was to drive foot traffic into the store and encourage customers to explore the second floor, increasing their dwell time in the space. This particular store often struggles with foot traffic on its upper level, so our goal was to create layered experiential touchpoints throughout.

Additionally, the client requested a replica F1 car with a simulator inside, which posed spatial constraints, especially since a real F1 car measures approximately 5.3 meters.

I’m humbled and I will continue to push the limits on the next project.

1) The retail industry is constantly evolving, with customers seeking something fresh and new. Staying relevant is essential.

2) Branded activations can take many forms—pop-ups, landing zones, takeovers, and more. It’s exciting to see experimentation beyond traditional brick-and-mortar approaches.

3) Brands are becoming bolder and more adventurous in their strategies.

Most of our business is based in the U.S., and we’re witnessing brands following their customers to unexpected locations, often venturing beyond traditional markets.

That’s a great point. It’s challenging to predict the future because so much can change. I believe AI will continue to grow, but as technology advances, customers may increasingly seek authenticity and simplicity.

Brands will strive to connect with their customers in genuine ways. It’s all about finding a balance between the physical and digital realms; they need to blend seamlessly to create meaningful and purposeful experiences.

As a young designer, it’s crucial to never stop learning and asking questions. Every designer should explore the "why" behind their work and understand how to construct what they envision.

It's also important to grasp the larger picture from a business and sales perspective. When you have this broader understanding, you become better equipped to tackle complex problems effectively.

Practice, watch tutorials, read industry news, attend shows, and most importantly walk retail!

I hold two patents!

I've had many great mentors throughout my career, but two stand out: Jim Wiemer, who was not only a teacher and manager but also a fellow designer who sparked my interest in the retail industry, and Jean-Didier Allongue, a fellow designer, manager, and personal friend.

Jean-Didier helped me see the bigger picture and challenged me to think critically. His influence has shaped me into the designer and manager I am today.

Success for me is finding a balance between work and life balance.

I’d just like to say thank you to the entire team behind the MUSE Creative Awards for this incredible honor. It’s moments like these that remind us why we do what we do—creativity truly has the power to change the world!