Caffè Guess

During New York Fashion Week, Guess wanted to attract customers to preview their Fall 2025 collection, with a campaign inspired by Italy. To bring a fully immersive experience, we turned White Space Chelsea into an Italian caffè.

Under the creative direction of the ever talented, Sierra Fernald, I was brought on to do art direction and design. For the overall visual identity, we wanted something that felt vintage, timeless, with a touch of glamour. The color palette was inspired by sun-bleached awnings. Saturated, but weathered. Fresh but with a casual elegance.

With an expedited timeline of only one month, I helped create a thoughtfully curated experience from designing and executing nearly the full suite of printed materials to curating a collection of archival Guess photography for the gallery wall to even selecting fresh produce to match their latest Camden handbags.