ZALANDO, Madrid
art direction and set design
The event aimed to express Zalando’s “New Beauty” concept through different stations: makeup, skincare, hair, nails, fragrance, and of course, fashion. Zalando promotes a vision of emotional beauty ever-evolving and deeply personal, defined by identity and the moment, rather than by restrictive standards of the past. It’s not about chasing ideals, but about discovering what makes each person feel authentic and confident.
Based on this idea, we wanted to create a space that reflected freedom and diversity through shapes, materials, and textures: combining metals and wood to represent the contrast between the modern and the organic; soft lighting and metallic reflections to convey dynamism and self-expression; and natural flowers as a symbol of authenticity and renewal.
PARFOIS, Madrid
art direction and set design
For the launch of Parfois’ padel-inspired capsule collection, an immersive event was created to blend sport, lifestyle, and everyday life. The venue was divided into two complementary areas, designed to guide guests through a curated experiential journey.On one side, a padel-themed setting featured a custom-built mini court alongside a locker-room area complete with benches and lockers, capturing the energetic and dynamic atmosphere of the sport. On the other side, an office/coffee-break zone reinterpreted the familiar moment of a mid-day pause.The creative concept behind the setup was the idea of a “post-office padel match”: a smooth transition from daily routine to the light-hearted fun of the game—perfectly aligned with the spirit of the capsule collection.
MASQMAI, Madrid
art direction and set design
Designed for Masqmai on the occasion of the launch of the new Perfect Lip Gloss collection at La Rinascente in Milan.
The space was conceived as a compact yet immersive retail corner, combining product display with a testing area where visitors could experience the textures and colors firsthand.
The design plays on the contrast between the brand’s signature neutral palette and the vibrant tones of the new lip gloss launch, creating a visual dialogue that highlights the novelty while remaining consistent with Masqmai’s identity. Beyond the featured launch, the pop-up also offered the opportunity to explore Masqmai’s core makeup line, reinforcing brand recognition and continuity.
To further enrich the experience, the launch was accompanied by the release of a branded magazine and custom-designed keychains, transforming the pop-up into a complete storytelling and brand engagement moment.
Masqmai Summer Recovery Skin, Paris
art direction and set design
Designed for MASQMAI at Galeries Lafayette Haussmann in Paris, Summer Skin Recovery Garden is a temporary retail installation developed to translate the brand's skincare philosophy into a physical and immersive experience.
Inspired by the atmosphere of an Italian summer, the concept combines natural elements with a clean architectural language to create a premium retail environment that communicates freshness, wellbeing and simplicity. Preserved moss, natural stone, sculptural white display elements and soft material contrasts were carefully integrated to reinforce the brand's minimalist aesthetic while encouraging product discovery.
From the initial concept development through to the final execution, the project involved the creation of the creative direction, spatial design, 3D visualization, technical detailing and production coordination. Every design decision, from material selection and display hierarchy to customer flow and visual storytelling, was developed to balance aesthetic impact with functionality and retail performance.
The final installation transformed the retail space into an immersive brand environment, strengthening MASQMAI's visual identity while creating a memorable customer experience within one of Paris' most iconic department stores.