Bringing the Emerald City to Life:
An Immersive
Retail Experience
Guided the design and visual storytelling for a nationwide in-store launch of Wicked products at Target, creating an immersive, magical shopping experience that brought the musical to life.
Challenge & Context
Concepted and designed an in-store experience for the national launch of Wicked products at Target, blending strategic visual storytelling with environmental design to delight shoppers and drive engagement.
Launching a theatrical brand like Wicked in retail required more than just products on shelves. The challenge was to translate the story, characters, and energy of the musical into a physical retail experience that felt magical, cohesive, and on-brand — all while driving awareness, foot traffic, and product sales.
Role & Approach
I helped led the creative direction with a focus on strategy and storytelling:
Crafted a cohesive visual language inspired by the Emerald City and key characters, connecting to the theatrical narrative.
Integrated product moments, signage, and architectural cues to guide the shopper experience.
Ensured design systems were scalable across 150+ products and nationwide stores.
Collaborated closely with marketing and merchandising teams to balance creative vision with operational feasibility.
The build/Execution
Point-of-Sale & In-Store Signage: Designed displays and signage that captured the magic of the musical while remaining functional and navigable.
Visual Identity System: Developed a color palette, typography, and graphic elements that could carry across multiple product lines and in-store assets.
Shop-in-Shop Experiences: Created immersive branded sections highlighting 70% exclusive products, allowing shoppers to explore character moments in a fun and engaging way.
Collaboration: Worked cross-functionally to ensure each touchpoint — from graphics to layout — was consistent, strategic, and visually compelling.
Impact & Results
A fully realized, immersive retail experience that brought Wicked to life for shoppers.
Cohesive visual storytelling across 150+ products and multiple stores nationwide.
Shop-in-shop environments that highlighted the exclusivity and excitement of the launch.
Elevated the theatrical brand’s presence in retail, driving engagement and enhancing product visibility.
Balanced creativity with operational needs to deliver a seamless shopper experience.
Strengthened internal alignment on brand story, design systems, and campaign execution.
This project reminded me how design can transform a space and tell a story beyond visuals alone. By weaving narrative, strategy, and environmental design together, we created an experience that felt intentional, playful, and truly memorable for shoppers, showing how creative direction can elevate both brand and audience engagement.