Tina was instrumental in the rebranding of iconic American brand DVF, working closely with chief creative officer Jonathan Saunders. She worked to integrate the 3D and 2D elements of the brand, developing a new youthful global store concept that introduced warmth and personality with an element of surprise, sourcing furniture, creating new ways to enhance the store experience. During this major undertaking she worked closely with the brand’s international partners in all markets to ensure the look and feel was relevant to all regions. Her influence was executed across all touchpoints, from the retail stores to the website and showrooms.
2016 – 2018
Together with Jonathan Saunders and production agency Betak, Tina designed the presentation space for the Fall 17 collection. Huge glass mirror clad columns and a concertinaed wall created angles and reflections within the space. Cork steps with red and orange felt flooring to create a path for the models presentation.
Soho Studio: Creation of a new shopping experience at the Wooster St store. The store was updated and designed to be used for shopping and customer events. One of a kind pieces of furniture and tableware were curated throughout for space.
Wooster St, Soho NYC, December, 2017
Jonathan Saunders presented his first collection for DVF in the Meatpacking district. Specially designed brass rails housed the collection. Plinths with resin blocks were interspersed throughout and in the central area a huge bronze mobile sculpture was suspended.
Meatpacking, NYC , September 2016
For the redesign of the NYC flagship stores Tina introduced huge totems made from wood and plaster painted with bright colors.. New brass rails and cork plinths presented the product and specially created hand crafted resin cubes and stands were designed to display jewelry and accessories.
DVF, NYC – September 2017
To update the NYC showroom space, Tina designed terracotta vases. Each vase was hand built and glazed with specific colours that worked with the new image of the showroom.
Meatpacking, NYC 2016
Working alongside Bureau Betak and Jonathan Saunders a show space was created for invitees to watch the presentation around a central catwalk. Giant windows were covered with various colors of transparent film which reflected into the space.
Meatpacking, NYC September 2017