Fender Musical Instruments is one of the most iconic guitar brands in the world, grounded in the belief that the “first-touch” moment with an instrument is essential. As Creative Director at Lush Retail, I’ve spent the past eight years partnering with Fender to bring this philosophy to life—designing POS, window programs, and shop-in-shop environments where customers can truly see, feel, play, and hear the instrument.
A Fender shop-in-shop is a “store within a store,” showcasing Fender products in a branded space. At Lush, I led the design, production, and national/international deployment of our fixture program, ensuring a consistent, immersive Fender experience.
Through my creative direction at Lush, we provide Fender with a decisive retail advantage by engineering branded experiences that educate and inspire customers on-site. This partnership builds the crucial bridge between marketing and the in-store moment, consistently elevating Fender above competitors to drive growth and loyalty across the dealer network.
Fender is constantly on the road creating immersive events that give musicians hands-on access to its most premium instruments. As the brand’s go-to partner, I collaborated closely with internal and external teams to translate Fender’s product innovation into a cohesive road-trip experience. The tour celebrated the intersection of iconic design, modern playability, and next-generation technology for today’s players.
