Ones to Watch

VMSD’s fifth annual Designer Dozen Awards honor a select group of up-and-coming designers in the retail industry, age 35 and younger. These young professionals caught our eye by demonstrating an exceptional commitment to excellence, a true understanding of their craft and the desire to continue learning.

This year’s winners hail from cultural and professional backgrounds as diverse as the environments they create. From a native Italian learning the ins and outs of Indian culture to a designer in Hong Kong setting trends in the constantly evolving world of retail, our Designer Dozen are all about making positive impacts via design in the worlds in which they live.

We’ve watched past Designer Dozen honorees move on to take their places among the best and brightest in our industry. We have no doubt this group will do the same, and we wish them the best of luck!

To read the full article in VMSD's April issue, click here. To learn more about the party co-hosted by Coloredge in honor of this year's winners, click here. To read about 2015's winners, click here.

Read on to meet the winners of VMSD’s 2016 Designer Dozen Awards.

Paolo Chiorino                    
Age: 28Design Manager                    
Restore Design Pvt. Ltd.Bangalore, India

Why him?
Leading a multicultural team of designers with diverse backgrounds, Chiorino mentors and guides his team. Active in concept development, technical detailing, prototyping and on-site execution, his recent work includes Van Heusen Women and VDot, Megamart and Creyate. He goes above and beyond with in-depth meetings with clients, working with them hand-in-hand for concept execution, coworkers report.

How did you get started in retail design?
“After getting my master’s [degree] in product design for innovation at Politecnico di Milano, I discovered I was keen to experience multiple facets of design to satisfy my curiosity and my need to explore. I set about taking up jobs and assignments in products, exhibitions, graphics and packaging design in various parts of the world. And then I had the opportunity to explore retail design in India. What appeals to me most is the fact that, in retail, design all comes together … and that combined with the focus on the customer – it’s fascinating.”

Beta Hsu
Age: 26Senior Designer                                
CallisonRTKLSeattle

Why her?
Playing a holistic role at CallisonRTKL, Hsu specializes in team and client management and developing conceptual and schematic designs. Her dedication to self-growth sets her apart from her peers, says a colleague. She is also particularly adept at 3-D modeling and hand-sketching, helping the team bring ideas to life.

Retail changes on a daily basis. What design trends have caught your eye recently?
“Brands are constantly challenged to ‘do what has never been done,’ to create something that a consumer can personally connect with, whether through social media or a mobile app. The importance of incorporating technology into retail design has become extremely critical for reaching today’s consumer.”

Bridgette Hyde                    
Age: 29Associate                                
CallisonRTKLSeattle

Why her?
Hyde focuses on creating branded spaces informed by a rich understanding of the consumer and the brand, and currently works as a project and concept designer for her firm’s client, Nordstrom. With her quick sketch hand, she’s been known to captivate audiences during presentations, according to an industry colleague. In 2014, CallisonRTKL and Nordstrom sent Hyde to Milan to scout new retail trends. There, she was inspired by the large, ethereal spaces that have stood the test of time.

Describe a signature design element in your work.
“I believe a connection to the natural world is important. Looking at the brutalist buildings of the ’60s, you think, who would want to live, work or shop here? Why are those windows so small? Yet [from] the same era … the extensive glazing and sweeping views from Saarinen’s TWA Flight Center or Eames’ ‘Case Study House [No. 8]’ [make] you think: ‘I’d like to stay here awhile.’ Natural light and the use of natural materials are two elements I incorporate into my work wherever possible.”

Billy Ip                                  
Age: 33Principal                                 
Woods BagotHong Kong

Why him?
With more than 10 years of experience in retail design, Ip leads the retail design sector at Hong Kong-based Woods Bagot. His focus is on shopping mall design globally, having worked on projects in Asia, Dubai, U.A.E, and Melbourne. Ip’s work ranges from concept design to documentation and site supervision, and he draws inspiration from traditional Japanese gardens, futurist museums and heritage villages like Hakka, a communal living structure in China.

What do you enjoy most about your job?
“Retail is a dynamic platform that is ever-changing. It allows me to think ahead and question what’s next. I put myself in a position of trendsetter instead of a trend-follower, and my job allows me to follow through wholeheartedly. [The] retail design process is a multidiscipline chapter, where it allows me to learn and absorb new things, including their marketing strategies, business plans, logistics and customer behaviors … it’s definitely amazing and challenging!”

Amberlee Isabella
Age: 30Interior Designer                   
GenslerNew York

Why her?
Isabella has worked on award-winning retail projects, ranging from 500 square feet to more than one million square feet, across five continents. Through her progressive thinking and “can do” approach, she’s known for meeting challenges head-on, according to her coworkers. Her ongoing client relationships include fashion retailers Cole Haan, El Palacio de Hierro, Wacoal, Elle Rose, Primark and Abercrombie and Fitch. Her passion for inspiring students earned her a place on the advisory board for the University of Kentucky College of Design in 2015.

What most excites you about the future of retail design?
“Hyper-integration in retail stores is very exciting. The ability for not only consumers to glide seamlessly across channels, but also the powerful insights that come with interaction are invaluable for businesses. As designers, it’s an exciting opportunity to connect the dots between the physical and digital environments.”

Mary Klie                  
Age: 35Design Curator                       
Chute GerdemanColumbus, Ohio

Why her?
Through trend monitoring and secondary research to keep the creative studio and its clients informed and connected, Klie helps shape customers’ points-of-view on what’s happening at retail. She contributes regularly to creative programs through copy writing and image curation, while her gift for seeing the retail journey through the target shopper’s perspective sets her apart, says a colleague.

If budget were no object, I’d….
“Ask for more time. I love to spend hours researching and developing new avenues for innovation. Timelines are a necessary part of the design process, but I would love extra time to dig deeper and explore every imaginable opportunity. Time: that stuff is pure gold.”

Chris Obcena           
Age: 33Director, Visual Merchandising       
Henri BendelNew York

Why him?
Obcena is responsible for the development and execution of all visual presentations for 29 Henri Bendel locations. Having worked in visual merchandising for more than 15 years for various brands like Banana Republic, A/X Armani Exchange, Burberry, Frette and, most recently, Henri Bendel, he and his visual team aim to create residential and art-inspired windows and interiors.

What’s the biggest challenge you face professionally?
“I think trying to consistently get the emotional connection with customers through the visual presentation is challenging at times because there’s so much competition in the industry. Finding creative ways to stand out in the crowd is a challenge, but that’s also the fun [part].”

Julio Obelleiro                      
Age: 35Co-founder                             
WildbytesNew York

Why him?
Obelleiro oversees the experiential design projects at the firm he co-founded, and leads the design team in producing experiences that, while using cutting-edge technologies, keep the focus on the experience and the customers’ perception of the retail space. He worked on the first interactive billboard in Times Square for Forever 21 in 2010.

What’s the biggest challenge you face professionally?
“Historically, [retailers] invest in projects when they are directly connected to sales. And during the past few years, it was difficult for retailers to justify high investments for projects or improvements if they didn’t see a direct relation between the investment and the conversion into profit. My experience is that we are actually in an amazing moment of change as our clients see more and more how they need to create engaging experiences to connect with their audiences, regardless of their direct connection to [in-store] sales.”

Michael Perry                      
Age: 27Senior Designer                              
ProphetNew York       

Why him?
Perry’s ability to grasp the conceptual connections of a design project to its brand and that brand’s business goals has helped him translate those attributes into form, spatial and material expressions for a variety of clients. Among them are Maserati, Qdoba, Samsung, Abbott, AbbVie, Famous Dave’s, ConocoPhillips and McDonalds. He has established himself as a leading strategist on projects, while his work has elevated the thinking and outputs of the firm’s design team, says a coworker.

What do you enjoy most about your job?
“The variety of design work I’m able to tackle at a retail design firm goes far beyond the scope of traditional architecture. I have influenced projects in industries from restaurant design to workplace branding, from scales as large as a national rollout, to as small as the design of a single product. I love the variety of challenges my team and I face every day. Also the ephemeral nature of retail design forces our team to be constantly innovating and working on the next best thing, instead of being stuck on the same project for years.”

Jenna Prenger         
Age: 31Senior Designer                                
LuxotticaMason, Ohio

Why her?
Weaving her command of strategy-driven design with consumer insights and branding, Prenger understands how to create an emotionally engaging experience that brings the brand to life. And she drives that insight through every aspect of the design, down to the storytelling product elements, and across channels, knowing that the “store” does not just live within the confines of four walls, but is truly a 360-degree branded experience, according to a colleague.

What retail trend are you most excited about?
“Authenticity. Brands have history, [they’re] becoming socially responsible, [they’re] becoming generous, [they] have products with stories to tell … and consumers care more than ever. It’s more than just a trend – it’s a movement.”

Caroline Quinio                   
Age: 28Associate                                
Kevin Kennon ArchitectsNew York

Why her?
Quinio is known professionally for pushing the boundaries, striving to create designs that are modern, yet classic enough to withstand time; she enjoys blending innovation with functionality. Among the projects in her portfolio are Bloomingdale’s Palo Alto, Calif., location, as well as its other outposts in Glendale, Calif., and Santa Monica, Calif. She has also worked on Collins department store in the SoHo Mall in Panama City, Panama. Currently, she is working to rebrand and design two Felix Maduro stores.

Describe a signature design element in your work.
“Choreography. I like to focus on the experience of the space from the customers’ perspective, so the relationship between the space, products and people is very important.  With that in mind, I like to play with scale, materiality and lighting so there is always something eye-catching when the customer notices a product.  I like to design the space so it choreographs how the products reveal themselves in different ways as a customer moves through the store.”

Ivan Ruvolo             
Age: 253D Designer                           
FitchColumbus, Ohio

Why him?
Known for speaking his mind, bringing his “bold ideas” to the forefront of discussion and not accepting the status quo, Ruvolo applies a strong knowledge of brand strategy, positioning, alignment and communications to developing his design strategies. He is also responsible for all visual presentation materials, whether generated by hand or by 3-D modeling.

Who or what has been the greatest influence on you in your work?
“It would have to be something my creative director, Michael Brindley, told me. I was stuck and went to him for advice. All he said was, ‘We aren’t sitting here boxing up biscuits. We’re doing design, don’t forget to have some fun!’ I realized that having fun during the [design process] is incredibly important. How can we design spaces where we want visitors to have a fun experience, if we aren’t even having fun designing it?”