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"For 20 years I have crafted retail interiors and brand experiences that transform physical spaces into meaningful, memorable moments. My work focuses on amplifying a brand’s presence through thoughtful storytelling, cultural awareness, and human-centered design. By translating brand values into scalable, immersive environments, I help businesses connect emotionally with customers, encourage engagement, and build lasting brand loyalty. Each space is carefully crafted to feel authentic, intentional, and adaptable designed not just to be seen, but experienced, remembered, and returned to."

Pinky Lee, Marketing Manager, Hong Kong Suning Citicall Appliance 

“StartJG’s understanding of retail brands is excellent, and we’re really happy with the way the store design brings the Suning brand to life.”

Services

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BRAND EXPERIENCE
PLACE DESIGN

I create retail interiors that transform space into experience, blending storytelling, strategy, and emotion to engage customers, elevate brands, and turn every visit into a memorable journey through thoughtful design.

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SKETCH DEVELOPMENT

I translate early sketch ideation into thoughtful retail design, using drawing, exploration, and concept development to shape intentional spaces that align brand vision with customer experience and spatial storytelling.

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2D / 3D
CAD

I deliver precise CAD drawings for retail interiors, transforming concepts into build-ready documentation that supports coordination, clarity, and confident execution from design development through construction and detailing.

Experience

Unwin Architects

Designer

Aug 2006 - Apr 2007 · 9 mos

  • Contributed as part of a multidisciplinary design team developing a mixed-use extension for the iconic Royal Liver Building in Liverpool.

  • Supported concept ideation and spatial development for the residential component of the project, exploring architectural and interior design solutions aligned with the building’s heritage and contemporary use.

  • Assisted in developing visual concepts and presentation materials to communicate design intent to stakeholders and project teams.

Landor & FITCH

Design Director

Oct 2018 - Dec 2021 · 3 years 2 mos

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FITCH

Design Director

Oct 2016 - Jul 2018 · 2 years 9 mos

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StartJG

Senior Designer

Mar 2011 - Nov 2015 · 4 years 8 mos

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Design Director

Nov 2015 - Oct 2016 · 11 mos

StartJG

Midweight Designer

Apr 2008 - Mar 2011 · 2 years 11 mos

  • Established and led a 3D design department of nine team members, overseeing creative output and maintaining high design standards across all projects.

  • Managed end-to-end design delivery for major global clients including Singtel, BMW, Infiniti, Audi, and Huawei.

  • Presented concepts directly to clients, clearly communicating creative vision, technical feasibility, and strategic value.

  • Provided on-site supervision to ensure accurate execution and alignment with design intent and brand standards.

  • Developed emotionally driven brand storytelling, translating brand values into immersive spatial and retail experiences that strengthened customer engagement, increased brand loyalty, and supported revenue growth.

  • Created brand engagement and retail environments across Asia for clients including Singtel, Herman Miller, Fossil, and The North Face.

  • Held full creative responsibility across all touchpoints, managing projects from initial ideation through to final execution while delivering multiple concurrent projects.

  • Developed integrated spatial and brand experience solutions that aligned retail environments with brand storytelling and commercial objectives.

  • Lectured and taught an Interior Design course for mature students at Hong Kong Design Institute, mentoring emerging designers and sharing professional industry expertise.

  • Recipient of the Best Retail Concept of the Year Award at the Singapore Retailers Association Retail Awards 2018, recognising excellence in retail design innovation and execution.

  • Relocated to Hong Kong to manage and support key client Procter & Gamble, ensuring consistent delivery of high-quality retail design solutions.

  • Developed retail design and visual merchandising strategies for Suning and Olay, aligning brand identity with commercial retail environments.

  • Produced comprehensive guideline documentation to support scalable rollout and ensure consistency across multiple store locations.

  • Solely responsible for all 3D creative output within the studio, from concept development through to final technical drawing packages for landlord approvals and construction.

  • Managed client relationships, delivered presentations, and translated brand objectives into innovative spatial design concepts.

  • Oversaw on-site supervision to ensure accurate implementation, build quality, and adherence to design intent.

  • Promoted to lead and manage key global accounts, with a primary focus on Adidas and its retail initiatives surrounding the Beijing Olympics.

  • Designed and delivered the world’s first women-only Adidas retail store in Seoul, pioneering a new retail approach during a time when the brand did not yet differentiate its sub-brands within dedicated retail environments.

  • Developed global retail guidelines and spatial concepts for Adidas Signature and Standard store formats, defining brand experience, customer journey, and seasonal campaign integration across international locations.

  • Contributed to the development of the SPC2.1 retail concept as part of the Adidas “all in” global rebrand, shaping the evolution of the brand’s retail identity.

  • Acted as key client contact, Head Designer, and Project Lead for flagship in-store development for Wedgwood, overseeing concept creation through to implementation.

  • Led the design and development of retail environments for telecommunications clients across Russia and Dubai, adapting global brand strategies to diverse regional markets.

Judgegill

Designer

Apr 2007 - Apr 2008 · 1 year

  • Led pitch proposal development, concept ideation, and presentation design for retail initiatives with Adidas miCoach and Fred Perry.

  • Operated as sole designer, managing the full design lifecycle from initial concept sketches to technical drawings.

  • Applied strong creative thinking and illustration skills to develop innovative retail concepts.

  • Translated creative ideas into technically precise designs suitable for production and implementation.

Andrew Wallace Architects

Designer

Jan 2006 - Aug 2006 · 8 mos

  • Conducted research for live projects, supporting concept development through trend analysis, spatial references, and brand alignment.

  • Created material and mood boards to communicate design direction and assist client decision-making.

  • Developed proficiency in Adobe Creative Suite, including Photoshop, Illustrator, and InDesign, to support visual communication and presentation output.

  • Worked as part of a small founding team to establish Code Computer Love, contributing to early creative development and project delivery within a digital and marketing agency environment.

Software

3ds Max 

Vray

SketchUp

Twinmotion

Adobe Suite (Photoshop / Illustrator)

Keynote

Vectorworks 2D

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