In February, Tom Ford Beauty unveiled its Rose Exposed Fragrance & Beauty Collection with a striking, city-wide activation across New York, a sensorial campaign that seamlessly merged luxury, romance, and experiential storytelling. As creative lead, I directed the multi-layered execution of the fragrance and collection’s launch, transforming key retail locations including Saks Fifth Avenue, Bloomingdale’s 59th Street, Macy’s Herald Square, and Bergdorf Goodman. Each space was infused with the campaign visual language: lush shades of pink and burgundy, textured velvet and sleek metallic finishes, and fragrant pink roses, all echoing the sensual duality of leather and rose that defines the fragrance. To amplify the experience, we partnered with local florists to create bespoke in-store bouquet stations, where customers received hand-tied pink rose arrangements wrapped in custom-designed Tom Ford pink newspaper print and leather ribbons. Select brand talents and influencers received these same bouquets delivered to their doors, elevating the moment from retail touchpoint to luxury gesture. This project was a true fusion of visual merchandising, creative storytelling, and immersive design, crafted to celebrate the Rose Exposed launch in a way that was both intimate and impactful, perfectly aligned with the emotion and elegance of Valentine’s Day.