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
For the national launch of Wicked products at Target, the goal was to bring the musical’s story, characters, and energy into a physical retail experience. Products alone wouldn’t create the magic. Shoppers needed a cohesive, immersive environment that felt playful, intentional, and on-brand.
Role & Approach
Led creative direction with a focus on translating strategy and storytelling into the in-store experience.
Developed a visual language inspired by the Emerald City and key characters, weaving narrative into signage, displays, and architectural cues.
Ensured design systems could scale 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 signs that captured the magic of the musical while remaining clear and functional.
Visual Identity System: Created a color palette, typography, and graphic elements that could carry across multiple product lines and in-store assets.
Shop-in-Shop Experiences: Built immersive sections highlighting exclusive products, giving shoppers the chance to explore character moments in a fun, engaging way.
Collaboration: Worked cross-functionally to ensure every touchpoint, from graphics to layout, was consistent and visually compelling.
Impact & Results
The launch created a fully realized retail experience that brought Wicked to life. Visual storytelling was consistent across 150+ products and multiple stores. Shop-in-shop environments highlighted exclusive products and strengthened the brand’s presence in retail. Creative ambition was balanced with operational needs to deliver a seamless and memorable shopper experience. Internal teams were aligned on brand story, design systems, and campaign execution, ensuring consistency across the nationwide rollout.
This project showed how design can transform a space and bring a story to life beyond visuals alone. By combining narrative, strategy, and environmental design, we created an experience that felt intentional, playful, and memorable, demonstrating how creative direction can elevate both brand and audience engagement.