Led the experiential design strategy and development of Best Buy’s Musical Instruments store-in-store concept, transforming underutilized speaker room areas into immersive retail environments for musical gear, discovery, and hands-on product engagement.

I directed the design of the initial test location, guiding both the external design agency and internal design team from concept development through execution. The experience was designed to integrate seamlessly within larger-format Best Buy stores while creating a distinct, category-specific destination that could attract musicians, enthusiasts, and new customers.

Following the initial pilot, I continued to refine the concept across additional locations in the Los Angeles market. Store-in-store footprints ranged from approximately 2,500 to 4,500 square feet and were adapted to leverage defunct speaker room space within stores of 45,000 square feet and larger.

As the concept evolved, I helped prepare the experience for broader market rollout, including potential international expansion. The final design system balanced flexibility, operational efficiency, brand consistency, and a more engaging customer journey for a specialized retail category within the larger Best Buy environment.