Role: Design Director / Creative Direction
Scope: Showroom Strategy · Spatial Design · Product Merchandising · Multidisciplinary Coordination

Challenge

Create a more refined showroom experience within a cost-conscious framework while providing a flexible architectural background capable of supporting Moho’s evolving product catalogue.

Design Response

The concept combines fixed wooden storage and framing elements with lightweight translucent veils. The solid elements provide structure and material depth, while the softer central partitions divide the space without creating visual heaviness.

Development

As Design Director, I guided the creative vision and coordinated multidisciplinary teams across the development of the showroom, balancing spatial quality, product presentation, practical requirements, and implementation constraints.

Outcome

A calm and sophisticated retail environment where architecture acts as a supporting framework and Moho’s furniture becomes the protagonist through clarity, simplicity, and controlled spatial composition.