Madrid, Community of Madrid, Spain
With over a decade of experience in the fashion and retail industries, I combine creative leadership, innovative design, technical expertise, and commercial insight to deliver impactful retail experiences. My work spans Retail Design, Visual Merchandising, Window Displays, Architecture & Interiors, Scenography, Styling, and Events, enabling brands to create immersive and memorable customer journeys. Known for my curiosity, organizational skills, and strategic approach, I consistently drive projects from concept to execution, blending creativity with measurable results.
Founded in 2006, AWWG is the global fashion group which integrates the iconic brands Pepe Jeans London, Hackett, Façonnable and also the distribution of Calvin Klein, Tommy Hilfiger, Karl Lagerfeld, Donna Karan, DKNY and Converse in Iberia. AWWG currently has over 500 stores and 4.000 point of sales, with a global presence in 54 countries and a workforce of over 4.200 employees. _ As part of the C.S. Development team, I work in the design and development of creative proposals for window displays, pop ups and newness in Hackett & Façonnable. From the genesis and the concept proposal based on the Marketing Campaign and key items from every season, to the moodboards, creative idea, render proposal, materials, fabrics and the subsequent documentation for production and installation of each project. In addition, I participate in the creative development of stores and their new concepts: search for materials, art and decor, furniture and found pieces, suppliers and all the fundamental elements of each project. I'm constantly trend hunting, searching for materials, forms and inspiration. Research is an essential part of my day to day, alongside the development of all new pieces for POS, Displays and Window Displays.
Rapsodia [L. Catterton] was founded in 1999, in Buenos Aires, by Josefina Helguera, Sol Acuña and Francisco de Narváez. The brand currently operates in six Latin American countries – Argentina, Uruguay, Chile, Paraguay, Colombia, and Mexico – through 90 points of sale and four product lines: Women, Intimates, Girls, and Home. Since 2018, Rapsodia it's part of L. Catterton, the largest consumer-focused private equity firm in the world. _ As Head of Visual Merchandising, i work with a strong commercial input and KPI metrics, leading and developing collection displays inside every store, window displays, tables and special furniture (to store bijou, shoes, candles) for Argentina and other countries. Among my daily tasks there’s worldwide trend and novelty hunting on development, materiality and production of window displays and communication supports (for stores and corners), as well as the design, rendering and implementation of shop windows, both in-situ and through instructives (in other countries), with subsequent evaluation of reports sent by every store. In addition, I take part in the design strategy of new openings, leading and developing (from an architectural point of view) the entire retail design proposal, that includes: order of exhibitors, decoration elements, lighting, equipment, curtains, interior and exterior graphics, mannequins, platforms and POP, as well as permanent monitoring during the store’s assembly process - in charge of the implementation team - until its opening.
As Visual Merchandiser, I work on the design strategy of every shop’s window and interior, aiming to achieve captivating and powerful displays with commercial focus, using VM as a tool to start conversation and trigger commercial growth for the brand’s different product lines (Woman, Home, Accesories and Intimates).
As Head of Design I work in product, visual, styling & merchandising of the brand. I developed the new lines for the company, including both furniture and clothing as capsule collections, and all the textiles, from the sketches, to the samples, patterns and final product to sale. All the campaigns, photos, and video were styled and directed by me leading an important team, succesfully managing and coordinating projects from concept through completion. The brand also participates in different one shoots events every year, like Casa FOA and Estilo Pilar, both fairs of interior design and decor. My work in every event has to do with the design of layout, furniture and displays to be included in the fair. The interior design, architecture and visual merchandising of the stores are also my responsabilities: new openings, developing of showrooms and wholesales exhibitions. I also work in marketing and sale ideas, online advertising, social media, benefits, and online store. Part of my work and my curiosity as a creative person is to see new trends all over the world, visiting fairs like NY NOW, Maison et Objet and Ambiente in order to get to know what is next about decor around the world. _ Hands Off! is a Decor & Fashion Brand established in Buenos Aires in 2010. The company started selling home products & textiles. It later started to sell furniture and nowadays has a capsule clothing line for women and men. HO! designs and produces every annual collection with 100% handmade items in Argentina, and both local workers and material involved. The brand also created four spaces for CASA FOA, the biggest design & deco fair in Argentina and, in 2016, opened a Pop Up Store in Patio Bullrich Mall. In the present, it has a Main Shop in Recoleta and an online store.
As a freelance designer, I worked with local and global brands developing ad. campaigns, visual merchandising, openings, decor for events, marketing and architecture. Brands: Salomon. Wilson. Le Coq Sportif [interior design for events and collection’s releases] Clight [ad. campaign “Revolvete”. Styling in shooting]. Urban Station [interior design]. View Point [interior design on stores / 10 restaurants / Punta del Este] Absolut Vodka. Corona. Bombay Saphire [brand development for special parties in Buenos Aires] [Graphic Design]. Casa López [Styling and graphic design] Meliá Hotels Buenos Aires [Ambient for Expo Novia]. Lulú Market [food-styling]. Lalá Leather [styling for fashion ad]
As a Marketing Manager, I was in charge of a team of 5 people, working in different fields as graphics, architecture, styling, visual and innovative marketing strategies and campaigns launched for the brand. I styled two campaigns: “Lady Power” and “Denim Culture” with Urko Suaya. I was part of the creative team which designed CustomCasa as a new company, incorporating the culture and concept of Jeans Makers to the new brand, which was well known for making interior design, furniture and textiles. CC used to offer furniture with denim fabrics, artistic interventions, classic pieces with a new touch, colorized, or engraved to customized chairs, sofas, and home accessories. My main task had to do with the concept, communication & visual of all the new showrooms and also with transforming the fashion industry legacy of the brand into a Home & Furniture company, sponsored by Banco Macro. I worked in the opening of six showrooms in one year, all of them located on the best buildings of Argentina and Latin America, combining design and marketing skills in order to obtain financial success. _ Jean Makers / CustomCasa was a Fashion & Home Company based in Buenos Aires, which offered denim couture and, after that, furniture with the same clothing vision. The brand used to offer customizable jeans, shorts and denim jackets with more than 50 washes, stones, diamonds, artistic intervention and more. JM & CC had more than 10 stores, and eventually the owners sold it and moved to Mexico, where they started to work on a new home design brand.