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Simon Sung has led environmental design at Pacific Lutheran University long enough to watch trends come and go. What's kept his work sharp isn't a bigger budget or a better brief — it's a creative culture built on curiosity, experimentation, and the willingness to play before anyone asks.
Most retail brands reinvent themselves every season. Fjällräven bets on the opposite — telling the same story, rooted in the same values, over and over again. Kayla Kerbel, Visual Merchandising Manager for the Americas, is the one making that bet pay off across 30+ stores. Here's how product storytelling, Swedish simplicity, and a career path nobody saw coming are quietly building one of the most consistent retail experiences in the outdoor market.
How do you create custom in-store experiences across 33 locations without losing brand consistency? Ariat International’s Sr. Manager of Retail Visual Merchandising, Amber Mitchell. shares how curiosity, authenticity, and scalable visual systems help her team deliver storytelling that flexes by store format, customer, and region.