In 2022 and 2023, I was the creative lead for shaping a new retail narrative for Universal Studios, steering the development of a retail concept designed to transform their stores both within and outside their amusement parks. With a fresh take on brand positioning, we delved into the weird world of amusement park retail, which has a very different set of challenges compared to traditional retail environments.

Our approach ended up with a concept called "The Universal Bazaar" — a name that echoes the vibrant chaos of bazaars and flea markets. This innovative concept was envisioned as a melting pot of the diverse intellectual properties and themes Universal is known for, brining them all together in an interactive, playful and customizable shopping adventure.

The design of "The Universal Bazaar" prioritizes flexibility, featuring market-inspired fixtures that enable a highly programmable space. This flexibility allows for seamless transitions through Universal's seasonal cycles and thematic changes (of which there are a lot!). The shopper's experience is at the core, with personalization and discovery woven into their journey, transforming shopping into an extension of the park's adventure.

Currently, this work is transitioning from concept to reality, led by Universal Studios' internal team.