To drive excitement and hands-on engagement with Alexa+ and Amazon devices, Amazon launched its first immersive store-within-a-store at select retail locations. For the first time, every Amazon device line was brought together in a cohesive physical space designed to showcase a seamless, connected smart home experience.

As Sr. Art Director, I defined the look and feel across live-action video, photography, CGI, and the broader physical and digital environment. At the center of each experience was a 12- or 20-foot LED display featuring demo-driven storytelling, with live-action talent interacting with Alexa through devices like Echo Show and Fire TV integrated directly into the screen. Synchronized product highlights illuminated additional devices in real time, reinforcing cross-device connectivity. I ensured a cohesive identity across touchpoints, creating a clear and unified retail experience within Amazon’s design system.