3. PROJECT: Fabric Flamingo
ABOUT:
DESIGNED FOR:
As part of my admissions application for the Parsons The New School for
Design, I was instructed to take an object that is usually overlooked in our
daily environment, and to create an artistic work using this object as its
foundation. I chose the cup plunger, found in every household, and
transformed into a beautiful Pink Flamingo. This work portrays my
ability to develop a simple idea into a theme and visually communicate
that theme.
MEDIUM:
*Fabric waste
*Cup Plunger
*Glue gun
*Orange air hose
*Plastic cup
*Model Magic
*Black paint
*Gallon water container
4. PROJECT: Calaveras ABOUT:
La Plaza de Cultura y Artes is a cultural museum in Los Angeles that is dedicated to sharing the Mexican cultural heritage.
A year before the museum was inaugurated, I had the opportunity to create an installation for a traditional Mexican
Celebration called the Día de los Muertos (Day of the Dead). The Aztecs believed that every November 2nd, dead spirits
would rise from their graves and visit their loved ones on earth. These dead spirits would take their skeletons or ¨calaveras¨
to participate in the festivities. I was commissioned to create an installation simulating a traditional Día de los Muertos
Mexican party, in order to promote the forthcoming inauguration of the museum.
MEDIUM:
*Foam board
SHOWCASED AT:
*Black paint
*Black glitter
*Colored lights
*Wood boards
*Cellophane paper
*Cardboard
*Glue gun
5. PROJECT: Book Birds
ABOUT: DISPLAYED AT:
Anthropologie is an inspiring clothing store for women,accessories, and
décor. In 2009, I was an intern at Anthropologie at The Grove, Los
Angeles, and worked as the assistant Display Coordinator. During this
period, I learned that customers shop at Anthropologie in order to spark
up their creativity. In response to this phenomenon, I created these birds
using shredded paper from old books.
MEDIUM:
*Old books
*Glue gun
*Scissors
*Spray paint
*Model Magic
*Cardboard
*Wood
*Paint
6. PROJECT: Shadows ABOUT:
I created this window display for a contest hosted at FIDM (The Fashion Institute of
Design and Merchandising). I lead a group of colleagues in the creation of this window
display that plays with the concept of light and features a single mannequin wearing a
designer head with a headpiece. Inspired by Alexander McQueen and the concept of
“shadows,” we created this visually intricate display that conceded us the first prize in
the competition.
MEDIUM:
*Foam board
DISPLAYED AT: *White paint
*White Glitter
*Purple chiffon
*White fabric
7. PROJECT: Ecolunas.c om
ABOUT: DESIGNED FOR:
Ecolunas.com is a company that specializes in reusable washable cloth
menstrual pads. Founded by my sister, Lorenza Ochoa, the company’s
vision is to propose an environmental-friendly solution for women who use
menstrual pads. Designing the brick and mortar space, helped us later
on to clarify the experience we wanted our customers to have in our web
page. I was the leader of the creative team who developed the e-store for
the company.
MEDIUM:
*Photoshop
*Illustrator
8. PROJECT: Trend Spring 2010 ABOUT:
As Visual Merchandising Associate for the women’s department at Liverpool, I was
responsible for maintaining the store in tiptop shape. The central part of the store, called
the “trend zone,” was one of the most important areas as it attracted the greatest
number of customers. Every season, I was responsible for conceptualizing, designing
and developing what was to be exhibited in this area. Drawing inspiration from fashion
magazines, I styled the mannequins according to the current trends in the fashion world.
This offered a significant insight for customers, and gave them ideas as to what to shop
for during the season.
MEDIUM:
*Mannequins
STYLED FOR: *Platform
*Garments
*Accessories
9. PROJECT: Punto Roma
ABOUT: MADE FOR:
Punto Roma is a Spanish fashion company targeted for middle-aged
women. In 2010, I was a Visual Merchandiser Associate in Liverpool,
one of the largest department stores in Mexico. Punto Roma is part of
Liverpool but it is strategically situated just outside of the department
store. I maintained the brand identity throughout the store and changed
the window displays every month, concentrating in the color stories and
event promotions. I also ensured that all visual merchandise guidelines
were followed by the salespersons in a timely manner.
MEDIUM:
*Mannequins
*Platform
*Garments
*Accessories
10. PROJECT: Orange Installation ABOUT:
As Display Coordinator Assistant for Anthropologie at The Grove, Los Angeles, I had the opportunity of being part of the
team that created this amazing orange installation. The larger than life wooden installation encompassed the whole store,
which made the task of creating this design quite challenging. The installation was a resounding success and was
showcased for more than four months at the store.
MEDIUM:
*Wood
SHOWCASED AT: *Orange Paint
*Power tools
*Screws
11. PROJECT: Explosion
ABOUT: DESIGNED AT:
I created this design during my studies at Parsons The New School for
Design. Using two-dimensional design, exploring the concept of an
“explosion,” I created this exploding square. I emphasized the Gestalt
principle of visual organization by focusing on transmitting a violent
release of energy coming from a chemical reaction of a liquid in a square.
MEDIUM:
*Black cardboard
*Bristol paper
*Scissors
*Rubber cement
12. PROJECT: Product design for Ecolunas ABOUT:
Once Ecolunas.com was up and running, I began to develop more products to be sold by the company to ensure returning
customers. I came up with the idea of designing a new line of soap and accessories that were to be sold online. Combining
creativity, design and technology, I created this new product line and launched a successful
advertising campaign that yielded in thousands of product sales.
MEDIUM:
*Photoshop
DESIGNED FOR: *Illustrator
13. PROJECT: Surf stores
ABOUT: DESIGNED FOR:
Squalo Surf Co. is a renowned Mexican clothing company that sells
surfing clothes and accessories. In 2011, I was hired to redesign five of
their stores in Guadalajara, Mexico. I spent several weeks observing how
customers behaved when browsing through the store. Based on my
analysis, I redesigned the stores so that their layouts were more attractive
and allowed customers to quickly find what they were shopping.
Afterwards, I trained over fifty employees so that they could learn from my
merchandising methods and maintain the store in exceptional condition
for the years to come.
MEDIUM:
*Wood
*Illustrator
*Vynil
*Power tools
*Paint
