Calvin Klein — Fragrance Concept Store
Store Design | Travel Retail Flagship (Pitch Concept) 2025
The Challenge
Design a next-generation travel retail flagship for Calvin Klein Fragrance within the new JFK international terminals — a compact, high-impact store (20–30 sqm with canopy) that expresses CK’s DNA while aligning with the airport’s mandated New York–centric theme.
The concept was developed as a retailer pitch to Duty Free partners, intended to define a future-facing blueprint rather than a final execution.
The Idea
Reinvent the Calvin Klein fragrance store as an immersive, architectural experience — where transparency, light, and sculptural brand icons replace traditional merchandising.The space blurs the line between retail and exhibition, transforming fragrance bottles into art objects and the store into a destination rather than a point of sale.Role
As Global Head of Department, I led the creative direction and store concept design — from narrative and spatial strategy to material language and brand expression — working in collaboration with a fashion-house mindset and travel retail constraints.Design Intent
Compact flagship concept designed for high-traffic travel retailModular system adaptable across terminals and marketsDeveloped as a retailer pitch for JFK Terminal 1 & Terminal 6Part of the new international terminal rollout (2026–2030)Concept design created to define a future travel retail blueprint
Concept Direction
Inspired by New York’s subway culture, the concept reinterprets the city’s raw energy through a Calvin Klein lens — clean, minimal, and subtly provocative.The space plays with material and visual tension: transparency versus opacity, metal against stone, matte plaster contrasted with glossy finishes. A predominantly white palette is punctuated by controlled accents, allowing light, structure, and sculptural fragrance bottles to become the primary narrative elements.