I am currently the Creative Director for Tom Ford Beauty and Balmain Beauty in North America, leading the region’s Creative, Visual Merchandising, and Store Design strategy. I manage a team of designers, supervise the creative operations of the region and oversee internal and external agencies, leading the execution of the projects across all retail touch-points.

I am also in charge of the region’s promotional and design budget, managing several million dollars in annual investment, to ensure strategic, brand-aligned allocation across all creative, VM and retail initiatives.

My role is fully 360°, encompassing every aspect of execution: from setting the creative direction, defining the color palette, materials, and aesthetic in alignment with global guidelines, to asset selection and invitation design (both physical and digital). I oversee floral direction, vendor collaboration for buildouts and custom furniture, and coordinate directly with retailers and installers to ensure flawless in-store execution. I also work closely with internal teams to secure stock, product displays, staff training, and education support.

From site surveys to final installation and on-site supervision, I manage every detail, including the final selection of photographers to document setups and events.

Previously, I held a similar role for Kilian Paris and Éditions de Parfums Frédéric Malle, where I focused on the fusion of art and luxury in fragrance. Prior to that, I spent several years at Parfums Christian Dior in New York, directing Visual Merchandising and Retail Experience across skincare, makeup, and fragrance. I led concept-to-execution for in-store animations and installations.

Earlier in my career, I was based in Paris as a Retail International Architect for Dior, overseeing global store design and rollouts.

I began my professional journey as a Retail Design and Merchandising Designer at L’Oréal Luxe in Paris.

I hold a Master’s in Industrial Design (highest honors) from the Strate College, in Paris, with a focus on Branding, Packaging, and Retail Design, and a Bachelor’s in Industrial Design (109/110) from the Politecnico di Torino, specialized in Product and Graphic Design.