M I C H A E L A L E M A NVISUAL PRESENTATION DESIGNER

SOUTH BEACHThis store renovation involved total renovating and resurfacing of all 90,000

square feet and relocation of all departments within six months. All new mannequins, forms and propping were customized for the South Beach diverse

and eclectic customer. Graphic elements were also created to

complement the style and ambiance of the store and unique

merchandise assortment.

CLOCKWISE FROM TOP LEFT:• View of Mens from the Ladies Shoe department. • Fashion statement in Ladies Designer shoes. • Custom graphics and decorative lamps for Social shoes. • View of the Men’s shoe department. • Vignette in Ladies shoes working in the style and flavor of the building.

SOUTH BEACHRetro cool was the jumping off point for the choices of materials,

custom designed lighting and decoratives chosen for this store renovation. The interior’s main color palette was kept neutral with metallic accents and a

modern feel. Pearlized finishes on mannequins and forms complement the space as well as allow the merchandise to take center stage.

CLOCKWISE FROM TOP LEFT:• View of the cosmetic department with custom lighing and etching on mirrors that was adopted from the Intimate Department. • Fashion Jewelry statement that helped fill a transitional space. • Fashion statement in the Juniors department in front of a reflective mirrored wall. • Intimate Apparel statement with custom designed furniture to accomodate sexy mannequins. • Intimate transition wall featuring Calvin Klein underwear.

PEMBROKE PINESA large volume store with a total of 350,000 square feet

combined in 2 buildings. Shown are promotions and product presentations that were part of the Center Core bussinesses.

Juniors department installation was a collaboration between me and the senior graphics designer on staff.

CLOCKWISE FROM TOP LEFT:• Mother’s Day presentation where we elaborated on the marketing graphic piece. • Lucky Handbag launch wall presentation. • Juniors department presentation utilizing graphics that were developed and tested in the store. • Store window that utilized the Juniors collateral. • Juniors department feature wall. • Transitional department space where fashion, graphics and merchandise all came together.

NAPLES

CLOCKWISE FROM TOP LEFT:• Ladies Swimwear walls were painted a similar shade to felect the blue in the bubble lamps. • Back case calls out to customers the fun and abundant Juicy Couture charms. • Juniors department took on a new attitude with custom designed foil wallpaper. • Overhead lamp helped define mannequin statement and soften the Intimate area. • Windows utilized the custom foil wallpaper and helped add a sense of humor. • Juniors mannequin with custom lighting that was introduced to the area. • Pin statement. • Fashion Jewelry back case showcasing spring product.

With this store intensification, the goal was to bring a boutique feel to the 140,000 square feet of space. Areas were defined by the use of specialized lighting thathighlighted mannequins and forms. The Juniors department was updated with

specialized lamps, wall graphics that were a printed on foil and mannequins that helped convey a whimsical feeling to the

department.

BOCATotal store renovation that added 110,000 square feet of selling space to an existing 2 floor building . The expansion

doubled the square footage for Center Core businesses which in turn allowed for better adjacencies, an expanded

merchandise assortment with a focus on fashion and trend right

merchandise.

CLOCKWISE FROM TOP LEFT:• Jessica Simpson shoe installation, one of the first for the

Florida division. • Intimate Apparel Designer sleepwear. • Fashion Jewelry statement featuring Juicy Couture. • Ladies Designer shoe department.

• Designer Handbag floor featuring Ed Hardy and Juicy Couture handbags.

THE FALLSThis prototypical store renovation and re-opening after hurricane damage allowed for a transformation of the

entire building with a new image that would be adopted for several other stores within Florida and other divisions. Shown here are some highlights of

Intimate Apparel. Draping throughout the department helped to soften the area while

giving it a secluded and dramatic feel. Mannequins, foil wallcovering and venetian cut

glass mirrors complement the architecture. Custom furniture was designed to fit

mannequin poses and spaces.

LUCKY WATCH LAUNCHLucky Brand Watches was successfully launched to great results. The colorful package was reminiscent of the rock and roll “paisley” lifestyle

that defined the carefree 60’s. Several examples of the launch are seen here in back case vitrines, a watch

ledge and a department visualdistortion. Launch collateral was a

combination of elements created in-house and elements supplied by the vendor.

All center core merchandise was used within the set ups to hype the total look of

Lucky Brand.