HI i’M gUILLERMO

Retail & Experiential Designer

I design retail environments and branded experiences that transform ideas into memorable customer experiences. My work combines retail design, space planning, fixture design, visual merchandising, and spatial storytelling to create environments that are both visually compelling and functional. Whether developing a concept from the ground up or refining an existing retail space, I enjoy designing experiences that strengthen brand identity and enhance how people connect with products and place.

Born and raised in New York City and now based in Orlando, Florida, I bring a perspective shaped by two vibrant creative communities and remain open to opportunities in both locations. I earned a Bachelor of Fine Arts in Spatial Experience Design from the Fashion Institute of Technology (FIT), where I developed a strong foundation in retail environments, exhibition design, spatial storytelling, and human-centered design. Prior to that, I completed an Associate in Applied Science in Communication Design Foundation at FIT, building my skills in graphic design, branding, typography, visual communication, and creative problem-solving. Together, these experiences allow me to approach every project through both a graphic and spatial design lens.

Over the past seven years, I've gained experience across retail design, visual merchandising, exhibition design, and branded environments. At Reebok, I managed seasonal floor sets, window displays, and visual merchandising standards for high-volume retail stores, ensuring every environment reflected the brand while creating engaging customer experiences. During my internship at Tarte Cosmetics, I designed 3D gondola concepts, merchandising layouts, fixture presentations, and retail display solutions that translated marketing strategies into impactful in-store experiences.

Beyond my professional experience, I enjoy exploring how design creates meaningful connections between brands and customers. My Beekman Hotel Boutique concept showcases my approach to luxury retail through space planning, custom fixture design, merchandising strategy, material selection, and customer flow. Inspired by the history and architecture of The Beekman Hotel, the project demonstrates my ability to blend hospitality with thoughtful merchandising to create immersive retail environments. My capstone exhibition, Rerooted, further strengthened my passion for designing spaces that communicate stories through culture, identity, and experience.

I believe successful retail environments do more than display products—they create lasting impressions, support business goals, and build meaningful connections between brands and customers. I enjoy collaborating with cross-functional teams to bring ideas from concept development through execution, balancing creativity, functionality, and attention to detail throughout the design process.

I'm currently seeking opportunities in retail design, store design, experiential design, visual merchandising, and branded environments, where I can contribute to creating thoughtful spaces that inspire people, elevate brands, and deliver exceptional customer experiences.