The Wellery Retail Experience
Concept Development & Retail Activation · VP Fashion Director, Saks Fifth Avenue
Objective
Activate a 16,000 sq ft floor at Saks Fifth Avenue's Fifth Avenue flagship during a six-month renovation. Conceive and deliver an experiential retail concept that brought a new audience into the store and opened to the public in four months.
Actions
Developed The Wellery — an experiential wellness destination curating 18 health and wellness businesses into a single retail floor combining fitness studios, athleisure shops, and natural beauty spas. Built the pitch deck that secured brand participation. Directed brand merchandising and presentation. Partnered with Well + Good as launch media partner.
Results
Opened on time and on budget. Nearly 2,000 attendees at the launch event — an unusually high turnout for in-store retail activations. Generated press across retail, beauty, lifestyle, and design media — including FashionNetwork, Skin Inc., Finance & Commerce, Design & Style Report, and international trade coverage. Brought a new wellness-oriented customer into the Saks Fifth Avenue flagship and gave existing customers a new reason to visit.