Role:
Preview Miami was conceived as a new type of retail destination, focused on women’s lifestyle, fitness and wellness. The store brought together a carefully curated mix of fitness, technology and nutrition brands and provided a physical platform for these brands to tell their stories.
Preview Miami was conceived as a new type of retail destination, focused on women’s lifestyle, fitness and wellness. The store brought together a carefully curated mix of fitness, technology and nutrition brands and provided a physical platform for these brands to tell their stories.
Working with Rosie Lee Creative as a freelance designer, I developed the concept and interior design direction, drawing inspiration from Miami’s distinctive urban character. The design incorporated sun-bleached pastel tones, primitive geometric forms and bold typography, layered with subtle references to sport and fitness through materiality, graphics and visual merchandising. The result was a lifestyle-led retail environment that merged curation, storytelling and physical experience in a contemporary flagship setting.
Key Focus Areas:
Retail concept development • Lifestyle and wellness environments • Flagship store design • Materiality and colour palette • Visual merchandising integration • Fitness and women’s lifestyle branding • Experiential retail storytelling
Retail concept development • Lifestyle and wellness environments • Flagship store design • Materiality and colour palette • Visual merchandising integration • Fitness and women’s lifestyle branding • Experiential retail storytelling
Location: Miami
Studio: Rosie Lee
Position: Freelance Creative Lead
Role: Creative concept, interior & retail design, fixture design