Museum of Man –
Underwear Shop at Mall of America
Role: Art Director of Store Design Agency, Concepting, Environmental Design, Signage/Marketing Design, Branding & Storytelling, Art Director of Wayfinding Signage, C&M Specs, FF&E Selection, On-Site Installation, Site Visits, Floor Planning, Fixture Design, Vendor/Supplier Management, Merchandise Curation Influence, Budgeting, Collaboration with technology partners.
When Duluth Trading made the bold decision to open their flagship 1,600 square-foot underwear shop, I transformed concepts into an exciting reality. Recognizing the competitive nature of the Mall of America as a destination, I understood the importance of making this retail space truly stand out.
Leading the creative team, I dove into the museum themed concepts, skillfully injecting the brand in a subtle but humorous way (e.g., Richard the Rooster wearing organic underwear). The objective was clear: ensure customers walked out with a smile on their faces and perhaps even a pair of Duluth’s best-selling underwear.
Undoubtedly, bringing this space to life stands as the epitome of fun in my career thus far! I collaborated with talented artists, created one-of-a-kind pieces, transformed the space into an unforgettable immersive environment, and laughed at all the jokes we tastefully crafted into the space.
