Role: Executive Creative Director

Services: Creative Strategy, Ideation, Creative Platform, Environmental Design and Staging

Client: SoHo Experiential, Lord & Taylor

The fashion industry felt a collective gasp when Le Tote acquired 5th Ave’s Lord & Taylor to the tune of $100 million. For over a hundred years the flagship store on 5th & 34th was a mecca of fine fabrics, incredible cashmere, and couture. However, the acquisition meant a positive change to the brand’s business model, shifting away from our grandparent’s Lord & Taylor of past and into a subscription based hub of fashion for new generations.

Within a month of acquisition, Le Tote x Lord & Taylor engaged the agency to “show customers that Le Tote cared about the NYC community, create brand love by meeting new customers where they are and signal to consumers that they can expect new things from the business.”

Given the Holiday season was upon us, I felt there would be no better way to warmly and intimately welcome a new generation of brand loyalists than by inviting them ‘Home For The Holidays.’ The thematic became the inspiration for the SoHo pop-up space, the cozy experiential design, and dazzling product merchandising featuring shoppable products from Ugg, Kiehl’s, and a new cashmere line.

The event was featured in The New York Times here, CNBC, CNN, Adweek, and a dozen others.