Creative Direction
Jean cintrón
mock shoot
2020 | Photography: Diego Rodriguez
Kaitly
2020 | Photography: Diego Rodriguez
Jo Malone
LATin AMerica expansion
2023 | Video: Max Fallenus
Rare Beauty Mock Campaign
2024 | Photography: Domenica Basantes | Video: James Ross Fraser | Editing: Alexandra Pérez Rivera
brand + retail expansion
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chiara ferragni
us expansion store
This project envisions a flagship store for Chiara Ferragni's Brand in Miami, blending fashion, lifestyle, and experiential retail.
Inspired by Miami’s vibrant energy and international appeal, the store features room-based retail with each space designed for engagement— a beach-inspired swimwear room, a kids' play zone, a customizable sneaker station, and an immersive photo room with high-flash photography.
The store integrates personalization, digital engagement, and exclusivity, offering Miami-only collections and interactive brand moments. By combining playful aesthetics with a dynamic customer journey, this concept transforms traditional retail into a social and sensory-driven destination.
Gucci
qatar expansion
JO malone
LATIN AMERICA EXPANSION
Product Development
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commes des garçons
x
we're not really strangers
A Collaboration of Playfulness and Self-Love
This collaboration merges fashion with emotional connection, encouraging self-love and meaningful interactions. By combining CDG’s bold aesthetic with WNRS’s introspective prompts, the collection transforms everyday items into conversation starters.
Featuring statement footwear, graphic tees, and tote bags with thought-provoking messages, this collection redefines fashion as a tool for confidence and connection. With bold red tones and uplifting affirmations, CDG x WNRS embodies playfulness, self-expression, and mental well-being, making personal reflection a part of everyday style.
travel + hospitality
F1 Hospitality
nomad cruises
Hotel bardo savannah
Graduate thesis
Scent and Its Role in Luxury Hospitality:
Making Scent Marketing Accessible for Boutique Hotels
The purpose of this thesis is to explore how curated sensory branding, more specifically scent marketing, can be used as a tool for differentiation within the luxury boutique hotel segment.
Through the development of a structured model, this research investigates how exclusivity and consistency across guest touchpoints can enhance emotional connection, brand recall, and perceived value.
The proposed solution is a new business model called Immersive Fragrance Identifier (IFI), a sensory design studio that views scent as more than a detail—it is the invisible signature of a space. Specializing in the curation of olfactive experiences, If crafts fragrances tailored to emotion and atmosphere. Through a combination of thoughtful storytelling and an intuitive digital catalog, the studio supports designers, hoteliers, and creatives in discovering signature scents that align with the essence of a space. Each fragrance selection is guided by feeling, function, and place resulting in an immersive scent journey that lingers long after departure.
IFI goes beyond scent-matching, translating mood into memory, space into story, and fragrance into identity.
Process book
IFI Catalog
