DS&DURGA Concept Store

Creating the new concept store for DS&DURGA in Miami's Design District was one of my most rewarding projects, as it demonstrated my ability to integrate various critical elements of brand strategy into a cohesive and impactful experience. My role in this project involved overseeing the brand overview, social media presence, target persona, retail space design, KPIs, and budgeting. Understanding both the brand and its audience was crucial to our success.

This project was particularly significant because it required us to create an immersive experience and we focused on the five senses it was a complex challenge that demanded creativity and strategic thinking. It was essential to maintain the brand's essence while developing a unique concept that would attract a new audience. Our goal was to create a store like no other, and we did so by designing unique spaces such as a speakeasy room and offering personalized playlists, perfume packaging, and more.

This project underscored the importance of thinking outside the box and anticipating future trends. It also highlighted the value of teamwork and communication, which were essential in bringing this ambitious concept to life. Working collaboratively with my team, we were able to create a space that not only reflected the brand’s identity but also provided an unforgettable experience for visitors.

Team: Joyce Gazal Alkabes, Ian Joseph, Laura Velez, Taylor Perry

Interior Designer: Jimena Romero