top of page

With over 20 years of experience in 3D design and development, Sophia has worked for several notable brands in consumer technology and fashion retail, and in both startup and large established corporations.

​

  • Store Design + Space Planning

  • Fixture Design + Production

  • Packaging Design + Production

  • Interior Design

  • Visual Displays

  • Experiential Event Design

  • Tradeshows

  • Product Merchandising

Professional Experience

2016 - present

Global Brand Design, 3D Lead

Apple | Beats by Dre, Culver City, California

Design and Space Planning

 

  • Lead the creative direction and development of the Beats Retail 2.0 and Beats Core display program (a complete rebranding of the entire fixture catalog, and a multi-year project with Apple process and teams integration)

  • Oversee 3D space planning and merchandising globally (North and South America, Europe, Asia/Pacific)

  • Develop and design all 3D displays, shop-in-shops, experiential activations, pop-ups, and custom displays 

  • Lead redesign of Japan market fixture program which contributed to a 32% YOY sales increase in market 

  • Oversee execution of Space Planning and Design Kits by channel partner

  • ​3D account lead for primary accounts (e.g. Best Buy, Target, T-Mobile, AT&T, Verizon)

  • Create and communicate fixture strategy for all channel partners 

  • Oversee retail window display design + development in channel 

  • Beats lead for design and space planning of new corporate offices in Culver City

​

Packaging Design and Specialty Displays

  • Lead custom and innovative packaging designs for the entire global seeding and custom packaging program

  • Concept and design all co-branded packaging with various top tier brands for all beats x ‘partner’  collaborations

  • Design premium packaging with a focus on aesthetic, experience, functionality and sustainability 

  • Direct the design for all specialty packaging and displays for all new product initiatives

  • Work closely with production team and manufacturer to ensure designs are executed seamlessly 

  • Oversee graphic designers on all projects to ensure mechanicals and art files are delivered 

 

Merchandising

  • Lead the merchandising strategy for hardwires on fixtures

  • Design new hardwire elements for POP displays (e.g. hardwire security)

  • Create and maintain non-branded and branded Beats WW Merchandising Guidelines

  • Initiate all hardwire development for POP displays

2014 - 2016

Senior Creative Director, Retail

Sugarfina, Los Angeles, California

  • Oversaw all store design and development, visual merchandising and display, retail operations, and field teams

  • Lead design, construction, and opening of 15 retail stores, 4 shop-in-shops, and 2 tradeshows within first year

  • Redesigned the company’s retail store concept to elevate the brand’s luxury POV

  • Negotiated substantial cost savings for the company (over $500,000 on build-outs and fixtures) 

  • Promoted from Creative Director to Senior Creative Director, Retail within one year

  • Responsible for hiring and building a complete corporate retail team to enable the company’s rapid growth

  • Designed flagship NYC store at The Occulus, World Trade Center (approved by Occulus on first submission)

  • Designed a floating retail concept which enabled the company to enter new competitive markets

  • Lead the creative direction for all window displays and in-store  merchandising 

  • Created policies and procedures to streamline workflow, including a master calendar for cross-functional teams

  • Project managed 8-12 stores simultaneously while maintaining design quality and awareness for value engineering

2013 - 2014

West Coast Regional Visual Manager

Saks Fifth Avenue, Off Fifth, West Coast, California 

  • Oversaw 18 stores in the West Coast region and provided project-based expertise for other regions

  • Developed merchandising and floor move strategies to align with seasonal and monthly directives 

  • Lead visual walk-throughs with store managers and visual managers to assess store opportunities and successes 

  • Developed visual talent at each store to provide training, support, and feedback and to maintain brand consistency 

  • Lead new store renovations and relocation openings for the Western and Mid-Atlantic regions

2011 - 2013

Store Design Manager 

Kellwood Company, Los Angeles, California

  • Developed renders, space and fixture plans for Vince and Rebecca Taylor retail stores and wholesale shop-in-shops 

  • Redesigned the brand-shop experience for XOXO at Macy’s and managed rollout for all shop-in- shops nationwide 

  • Developed interior and architectural design for Zobha retail stores, including custom fixtures, materials, and finishes 

  • Designed and managed construction of tradeshow booths at Coterie and Project for Zobha and Scotch & Soda

  • Designed first international Baby Phat store, including interior architecture, custom fixtures, materials, and finishes 

  • Managed construction documents, provided redlines, and communicated design intent to architects 

2009 - 2011

Creative Visual Services Manager 

7 for all mankind + Splendid, VF Corporation, Los Angeles, California

  • Lead the design of all window displays, visuals, and in-store marketing elements for each brand 

  • Promoted from Store Design Coordinator to Creative Visual Services Manager within one year

  • Sourced, purchased, and distributed all design elements for windows and in-store displays for each brand

  • Designed and managed construction of tradeshow booths, including all exterior and interior visual elements 

  • Developed new store concept for 7 for all Mankind retail stores to align with rebranding in 2010 (9 month initiative for complete redesign of retail environment)

2006 - 2009

Interior Designer 

d. Kruse Interior + Architecture Design, Newport Beach, California

  • Developed concepts and specified FF&E for commercial, hospitality, and high-end residential interiors

  • Created elevations, floor plans, furniture plans, reflected ceiling plans, and material boards

  • Responsible for updating and revising construction drawings, generating schedules and elevations

  • Responsible for coordinating and overseeing design installations, and styling photo shoots for all design projects 

Technical Skills

Adobe Creative Suite, SketchUp, AutoCad, Ai Tools (ReRender, Rendair, MidJourney Ai, etc.)

Education

University of California, Los Angeles

B.A. in Political Science, 2004

Phone

562.508.9144

bottom of page