Work completed during tenure at LPK Role: Design Director | Principal Industrial Designer 
Branded Environment Approach
As we created a vision for Beautyrest branded environments, it was critical to understand the role each space played relevant to their venue and audience. We used experiential paths and zone designations, to help drive alignment and resource allocation, while delivering on the central objective of a given event. We treated retail spaces as deselection journeys, HQ showrooms as educational testing grounds, and tradeshows as a places for spectacle and celebration of new innovations.
Dreaming Big
Challenge
Simmons Bedding Company and VCF challenged us to revamp VCF’s mattress galleries. Our mandate was do increase traffic and conversion to this part of all stores.
Approach
We spoke with key stake-holders and conducted mystery shopping sessions. We then translated our insights into an aspirational communication strategy anchored in the concept of “Dreaming Big”. After examining all 127 unique store layouts we put together a flexible journey map that ensured client alignment and prioritization. We also put together a principles based guideline document to ensure a consistent path to purchase experiences, regardless of store layout.
Impact
What started as a competitive pilot across 9 stores, transitioned into a national roll out of our winning concept. This program delivered on our traffic and conversion mandate by revitalizing the mattress gallery for both customers and sales associates.
Simmons Bedding Company HQ
Summary
Simmons Bedding Company was positioning its Black sub-brand as its most premium offering. Raising consumer tolerance for a higher price point had to be backed up by quality perception and lifestyle aspiration.
We were tasked with redesigning their HQ showroom to set the tone for how their new positioning strategy would come to life in trade shows and retail environments.
Showroom at the World Market Center
Summary
Building on the corporate HQ showroom design, we created a spectacular environment for the Beautyrest Vegas Showroom in the World Market Center.
Anchored in the aspiration “Dream in Black ” communication strategy, we combined premium material cues with undulating dream like curves that echoed our strategy. Additionally, we designed light fixtures inspired by coil springs as a representation of the advanced technology with in the beautyrest mattresses.
