This was one of the wildest and coolest projects of my career. My team (In-Store Graphics) collaborated with Store Design and Visual Merchandising, under the guidance of Jackman Reinvents agency, to flip everything we knew about a JCPenney store on its head.

We first spent six months testing several of the concepts in this final flagship store in various other stores on smaller scales. We learned from those tests and designed and stood up this no-limits Hurst store from studs to completion over the following six months. This store has a floor plan unlike any other store in the chain. So we were also conceptualizing an entirely new merchandising and shopping strategy while we were building.

Every element in this store is custom, from the fixtures to the graphics to the environmental signage and even the product assortment, and we made it all happen in six months. Communication, organization and effort were at their absolute peaks.