Creative Director: CX—Store Design—VM—Experiential Events

Info

Tina is a creative director specializing in bringing digital and physical brand experiences to life: from retail concepts, visual displays, and experiential installations, to digital products, and campaigns. Her work fuses CX strategy with a refined approach to sensory engagement and storytelling, creating immersive experiences.

She earned her MA in Interior Living Design from Domus Academy in Milan, studying under the mentorship of Patricia Urquiola, and has been working in New York City since 2010. In 2019, VMSD Magazine named her as one of 12 up-and-coming designers in retail. Her contributions include written works showcased at the World Expo in Milan, teaching design courses at CCS, and volunteering with DIFFA. Her hobbies include wearing sunscreen, staying current on contemporary art, curating playlists, and enjoying bike rides.

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Expertise

Brand Experiences, Creative Direction, Customer Experience (CX), Environmental Design, Event Design, Experiential Installations, Graphic Design, Immersive Web, Interior Design, Interface Design (UI), Omnichannel Strategy, Project Management, Fabrication, Retail Architecture, Retail Strategy, Set Design, User Experience (UX), Visual Merchandising, 3D Renderings

Clients & Collaborations

Project Index

Experiential Marketing

Old Navy

Press Event for NYFW

The Bowery Hotel’s sunlit event space provided a retro backdrop for Old Navy’s morning press event, building excitement around the brand’s latest spring collection. Reclaimed materials, eclectic furnishings, fresh florals, and vibrant spring textiles were layered into the space, drawing inspiration from Old Navy’s latest collection.

Store Design + VM

Lancôme, L'Oréal

Flagship Retail

Redefining it’s customer experience, Lancôme's flagship store seamlessly blends innovation, technology, and heritage within a star-lit French Atelier. Parquet flooring, suspended lighting, and touchscreen mirrors accentuate the brand’s effortlessly chic French aesthetic. Organized into makeup, fragrance, and skincare categories, the flexible layout adapts to the evolving customer journey.

E-commerce

Goldie Locks

E-Commerce

A complete overhaul of the e-commerce website for an indie haircare brand, extending the brand refresh. As the creative lead, I executed all UX design efforts. The result was an elevated look and feel, featuring a clean yet sophisticated design system focused on usability.

Store Design + VM

Morphe

Flagship Retail

Unapologetically fierce, Morphe’s bold, newly developed retail identity captures the brand’s ethos and sense of community. The makeup brand’s extensive collection of professional brushes, customizable eyeshadow palettes, and more empowers its glamorous followers to own their creativity. The vast customizable merchandise assortment required a flexible design.

Store Design + VM

Philosophy, Coty

Specialty Concept Store

The multi-sensory space inspires everyone to look and feel their best through a tactile experience across skincare, makeup, bath & body, and fragrance. The concept store approaches storytelling based on discovery and a conscious, natural beauty approach.

Experiential Marketing

Lancôme, L'Oréal

Oscars Press Event

The glittering, gold Absolue-inspired pop-up activation blends luxury with Lancôme’s iconic roses, capturing the vibrant energy of the Oscars.

E-commerce

Goldie Locks

Creative Direction

Collaborating closely with the indie haircare founder, we executed a brand refresh, developing a new visual direction and identity. This dynamic effort resulted in a refined design framework tailored to attract luxury audiences.

E-commerce

Popcorn Remix

Product Design UI/UX

Popcorn Remix is a virtual fundraising platform that enables users to easily organize and execute fundraising events for their teams. In this eight-week solo freelance project, I designed a content strategy to enhance users' experience and support the platform’s overall objectives.

Experiential Marketing

Nike + Zoom Lab

Clubhouse Pop-Up

In this project, I designed a multidimensional brand experience for Nike, transforming a space at Mammoth Lakes into a pop-up clubhouse for high school running teams during their summer training.

Experiential Marketing

Kellogg’s

Olympic Activation

A bold and playful breakfast cart stood out at the Olympics, disrupting the ordinary, and commanding attention. Designed to bring the brand to life in an unexpected way, Kellogg’s delivered an unforgettable experience, sparked conversations, and left a lasting impression. This quick, fun project was a collaborative effort with OBE.

Experiential Marketing

DIFFA

Dining by Design Event

For DIFFA's (Design Industries Fight AIDS) Dining by Design event, I contributed to a fundraising initiative that brings together internationally celebrated designers and local talent to create immersive dining installations. In collaboration with Architectural Digest Home, the event takes place in major cities across the U.S.

Store Design + VM

Anthropologie

Visual Merchandising

Taking direction from the lifestyle brand’s ongoing collaborations with global artisans, we created displays that celebrate artistry and evoke beauty, optimism, and discovery: all embedded in the brand’s ethos.

Experiential Marketing

Verizon

Tradeshow Booth

Translating the brand’s design language (newly developed by Sparks) into a dynamic, temporary tradeshow environment, the floorplan seamlessly integrates functional selling stations, meeting rooms, and reception area. Bold, large-scale graphics draw passersby into the space, creating an inviting and visually captivating experience.

Experiential Marketing

AWS

Tradeshow Booths

In these projects, I collaborated with a diverse range of partners to develop innovative tradeshow activations that seamlessly combined strategy with compelling visual storytelling. My role encompassed crafting the overall creative direction and designing key graphic elements to enhance the attendee experience.

Art

Detroit

Art Installation

A dismantled state has become an ordinary sight in the Detroit Hamtramck area, with an abandoned dollar store now repurposed as an exhibition space. Alone on the second floor, the sculpture speaks to its surrounding neighborhood, reflecting on Hamtramck’s rich history and unique, diverse culture. Home to immigrants drawn by the opening of the Dodge Brothers automotive plant in 1914, Hamtramck became Michigan’s most internationally diverse city. This ephemeral sculpture is crafted from recycled car materials, drafting paper, aluminum, foam, and automotive remnants found throughout the city.