About
Beautiful retail design that establishes a brand’s visual code is good. But crafting a universe that transports consumers, sparks curiosity, and inspires wonder is brave. Over 15 years shaping the look and feel of retail, Jeff Hernandez has mastered the art of translating brand identity into transportive and transformative physical experience. His work spans global store concepts, window campaigns, and immersive merchandising environments that are all unified by his innate understanding of how people engage with product and place.
At its best, retail speaks to the customer, creating a dialogue between brand and audience. With this understanding, Jeff’s approach blends elevated aesthetics with a deep sensitivity to how people navigate a space, connect with a brand, and respond to a story. Whether he's spearheading a flagship redesign or refining the flow of a single display, he offers a rare fluency in both big-picture concepting and on-the-ground execution.
Jeff brings his work to life through the creative fuel he finds in architecture, interiors, and modern design. When Jeff is not building his next retail moment, he’s logging miles on the road as an avid runner who’s currently training for a marathon…pushing himself, as always, to go a little further.
SERVICES
Jeff’s practice includes Experiential Activations, Retail Creative and Art Direction, Store Design, Spatial Storytelling, and Visual Merchandising.
PRESS
His work for M·A·C Nanjing Flagship has been featured on Archello, Jing Daily, Urdesign, and WWD.
His work for M·A·C Shanghai Innovation Lab has been featured on Campaign Asia, GRA, Little Black Book, and Trendhunter.
Other works havs also been featured on Business of Fashion, Forbes, and WWD.
CONTACT
Jeff’s practice includes Experiential Activations, Retail Creative and Art Direction, Store Design, Spatial Storytelling, and Visual Merchandising.
PRESS
His work for M·A·C Nanjing Flagship has been featured on Archello, Jing Daily, Urdesign, and WWD.
His work for M·A·C Shanghai Innovation Lab has been featured on Campaign Asia, GRA, Little Black Book, and Trendhunter.
Other works havs also been featured on Business of Fashion, Forbes, and WWD.
CONTACT
For inquiries about my work or working together, please get in touch through email here.