VMSD - April 2017 - 28

Susan Strauss
Age: 30 \ Lead designer, Owner
\ LAkewood, n.J.

Why her?
The integration of psychology in design drives Susan Strauss'
desire to push boundaries in her own work. Among her notable
projects, she counts the challenge of once designing a fish market
on a shoestring budget as particularly satisfying: The design
included more than 10,000 feet of fishing chain hanging from the
ceiling that became the location's signature visual element.
What is a key design element in your work?
"The retail spaces I design are pristine and neat, with clean lines
... those are the building blocks of visual design. These aspects
are often relegated to be a mere afterthought in the excitement
of working with colors, styles and building elements. It is of
the utmost importance to bring them back to the forefront of
our minds to make sure we get the simple things right before
moving forward with the details. Like a lot of things in life, when
something is done right, it becomes invisible to us, but when it's
done badly, it becomes an annoyance. If the simple part of the
design - the basic structure, layout, presentation - is not done
properly, it leaves the consumer with a poor impression of the
brand and product."

HUDI GREENBERGER, LAKEWOOD, N.J.; HEADSHOT: DANI DIAMOND, NEW YORK

susAn stRAuss desIgn

Age: 35 \ Creative direCtOr
HwvIsuAL

\ London

Why her?
Holly Wadsworth discovered the retail design industry by
accident, when she was recruited to join the visual
merchandising design team at Louis Vuitton (Paris). That
opportunity led to four years of designing its global window
displays and in-store events. Ten years later, her focus
is squarely on the future generation: Wadsworth is also an
associate lecturer in visual merchandising and branding at the
London College of Fashion.
If budget were no object, what would you design?
"Having worked on many projects for luxury brands where
the budget was virtually limitless, I don't think having more
of a budget necessarily makes a project easier or better. The
higher the budget, the higher the expectations and demands.
Sometimes a small budget can lead to the most creative
solutions because you're forced to think outside the box."

28

APRIL 2017

|

vmsd.com

BENJAMIN BENNO TEUBNER, HAMBURG, GERMANY; HEADSHOT: KIRA ZUMKLEY, LONDON

Holly Wadsworth


http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - April 2017

VMSD - April 2017
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Next Store
Design Dynamos
A Little Goes a Long Way
Eat, Pray, Slay
Strike a Pose
Showroom
Ad Index
Checking Out
VMSD - April 2017 - Intro
VMSD - April 2017 - BB1
VMSD - April 2017 - BB2
VMSD - April 2017 - VMSD - April 2017
VMSD - April 2017 - Cover2
VMSD - April 2017 - 1
VMSD - April 2017 - Contents
VMSD - April 2017 - 3
VMSD - April 2017 - From the Editor
VMSD - April 2017 - 5
VMSD - April 2017 - VMSD Editorial Advisory Board
VMSD - April 2017 - 7
VMSD - April 2017 - 8
VMSD - April 2017 - The Goods
VMSD - April 2017 - 10
VMSD - April 2017 - 11
VMSD - April 2017 - 12
VMSD - April 2017 - 13
VMSD - April 2017 - 14
VMSD - April 2017 - 15
VMSD - April 2017 - Next Store
VMSD - April 2017 - 17
VMSD - April 2017 - 18
VMSD - April 2017 - 19
VMSD - April 2017 - Design Dynamos
VMSD - April 2017 - 21
VMSD - April 2017 - 22
VMSD - April 2017 - 23
VMSD - April 2017 - 24
VMSD - April 2017 - 25
VMSD - April 2017 - 26
VMSD - April 2017 - 27
VMSD - April 2017 - 28
VMSD - April 2017 - 29
VMSD - April 2017 - 30
VMSD - April 2017 - 31
VMSD - April 2017 - A Little Goes a Long Way
VMSD - April 2017 - 33
VMSD - April 2017 - 34
VMSD - April 2017 - 35
VMSD - April 2017 - Eat, Pray, Slay
VMSD - April 2017 - 37
VMSD - April 2017 - 38
VMSD - April 2017 - 39
VMSD - April 2017 - 40
VMSD - April 2017 - 41
VMSD - April 2017 - Strike a Pose
VMSD - April 2017 - 43
VMSD - April 2017 - 44
VMSD - April 2017 - 45
VMSD - April 2017 - 46
VMSD - April 2017 - 47
VMSD - April 2017 - Showroom
VMSD - April 2017 - 49
VMSD - April 2017 - 50
VMSD - April 2017 - Ad Index
VMSD - April 2017 - 52
VMSD - April 2017 - 53
VMSD - April 2017 - 54
VMSD - April 2017 - 55
VMSD - April 2017 - Checking Out
VMSD - April 2017 - Cover3
VMSD - April 2017 - Cover4
VMSD - April 2017 - DCover1
VMSD - April 2017 - DCover2
VMSD - April 2017 - D1
VMSD - April 2017 - D2
VMSD - April 2017 - D3
VMSD - April 2017 - D4
VMSD - April 2017 - D5
VMSD - April 2017 - D6
VMSD - April 2017 - D7
VMSD - April 2017 - D8
VMSD - April 2017 - D9
VMSD - April 2017 - D10
VMSD - April 2017 - D11
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