Rebeca Lange · The Negative Club

Visual Strategy

Senior Creative Project Leadership & Visual Strategy across fashion and design, translating brand vision into store openings, seasonal windows, pop-ups, installations and market-ready visual systems.

Christian Dior

Senior Creative Project Leadership & Visual Strategy for Christian Dior Men's, translating Paris HQ's seasonal vision into market-ready execution across more than 220 stores worldwide. We lead the global rollout of every collection, from seasonal showrooms and VM guidelines to windows, pop-ups and flagship openings, working across Image, Architecture, Digital, CRM, Events and Production. The role also involves leading a five-person global Image team through regional leads, balancing creative consistency with local market and commercial needs.

At a glance

  • 5+ yearswith Christian Dior
  • 10annual showrooms
  • 220+stores worldwide
  • 5-personglobal Image team leadership
  • Visual Strategy: seasonal image translation, retail storytelling, product display strategy, VM guidelines, window concepts and market adaptation
  • Senior Creative Project Leadership: cross-functional leadership, showrooms, pop-ups, store openings, budgets, vendors, timelines and final delivery

Dior x Jonathan Anderson: Spring/Summer Pop-Up, Selfridges London

Boutique storefront windows with cascading grey box installations behind glass at dusk.
In-store display of arched grey boxes framing a shelved wall of accessories and mannequins.
Interior boutique floor in herringbone wood with mannequins and grey box-tower displays.
Wall display of grey compartments holding printed tote bags above a folded-scarf case.

New York: 57th Street Reopening

White stone corner storefront with illuminated ground-floor windows at dusk.
Illuminated storefront windows filled with flowering-garden displays and a horse figure.
Window scene of leafy trees, birds and figures amid tall grass behind glass.
Close-up of a floral-covered fawn sculpture in a grass-and-flower window scene.
Framed window box with a necklace on a bust amid blue paper leaves and butterflies.

Beverly Hills: Rodeo Drive Special Project

White curved storefront with lit windows, flanked by palm trees at night.
Window display of illuminated snow-globe dioramas beside a white gown on a mannequin.
Miniature figurines in evening wear arranged on a curved staircase model.
Miniature street diorama with a red car and lit storefront at night.

Christmas: Paris, Champs-Élysées & Saint-Honoré

Building facade covered by a large illuminated foliage archway over lit ground-floor windows.
Window display with a foliage-covered winged-horse topiary between two white-clad mannequins.
Storefront window with a foliage butterfly topiary behind two mannequins in white.
Glass case holding moss deer figures and topiary trees with jewellery on a blue ground.

Christmas: Americas

Illuminated swan topiaries flanking a small handbag in a lit storefront window.
Mannequin in a white coat amid illuminated hedge topiaries in a window display.

Dior's Little Theater of the Marvellous: Beverly Hills

Overhead view of white lantern-dress figures on a lit garden set below a tree.
Miniature carousel model on artificial snow with bare lit branches behind.
Miniature figures building a snowman beside a lit tree in a snowy diorama.

Summer: Beverly Hills, Galeries Lafayette & Champs-Élysées

White curved storefront with illuminated display windows at night, palm tree in front.
Window display of two mannequins among stacked grey boxes and hatboxes.
Window with a beaded necklace on a bust framed by stacks of white boxes.
In-store display with a box-covered mannequin figure atop stacked grey boxes.
Vaulted interior with a tower of grey boxes above mannequins and shelved displays.
Window display of three mannequins among stacked grey boxes and printed totes.

Louis Vuitton

Senior Creative Project Leadership & Visual Strategy for Louis Vuitton across 22 boutiques and seven Caribbean markets, translating global strategy into commercial execution across a $500M+ regional business. We built the regional Visual Merchandising team from the ground up, growing it to six direct reports and retaining the entire team over five years. Alongside this, we delivered high-impact pop-ups, store remodels, artist installations and flagship windows, including the Supreme × Louis Vuitton collaboration and Virgil Abloh activations.

At a glance

  • 8 yearswith Louis Vuitton
  • 22boutiques
  • 7Caribbean markets
  • $500M+regional business
  • Visual Strategy: global strategy translation, regional VM direction, retail storytelling, styling and market adaptation
  • Senior Creative Project Leadership: team building, cross-functional coordination, pop-ups, remodels, flagship windows, production, timelines and opening delivery

Virgil Abloh Spring/Summer Pop-Up: Miami Design District

Boutique corner with textured white facade and windows covered in multicoloured monogram flowers.
Window display with a mannequin inside a glowing orange mirrored box beside a yellow-tiled walkway.
Interior stair landing with a large iridescent rainbow figure mural and pink and purple floors.
Mannequins in patterned menswear before a wall mural of a chrome rainbow crouching figure.
Showroom with red floor, track lighting and monogram plinths under a pink ceiling.

Miami Residency: Design District

Outdoor display of stacked red shipping containers, giant yellow inflatable sunglasses and a psychedelic mural.
Rooftop maze of red containers marked "DO NOT OPEN" with inflatable sunglasses and cartoon sculptures.
Dusk view of a red-container installation with a rainbow arch and glowing yellow "Vuitton" letters.
Night view into a red container fitted as a boutique with mannequins and lit shelving.
Open red container styled as a boutique with basketball props and a colourful monogram panel above.

Louis Vuitton X: Beverly Hills

White two-storey building with arched windows in pink-to-orange gradients and palm trees along the street.
Dark gallery wall of nine neon-framed lightboxes displaying patterned bags and monogram artworks.
Gallery with vivid coloured niches holding handbags and a large portrait painting on the left.
Gallery cube with mannequins in floral and striped looks set against bright coloured backdrops.

Charlotte Perriand, La Maison au bord de l'eau: Art Basel Miami Beach

Wood and glass beach house with a tented roof set on sand between palm trees.
Timber-lined interior with a stone-top table, log stools and a large potted plant.
Wooden deck under a tented canopy with a lounge chair, log stools and a hanging planter.
Illuminated wood and glass beach house on sand at dusk under a deep blue sky.

FENDI Casa

Senior Creative Project Leadership & Visual Strategy for FENDI Casa across North America, spanning creative direction, interior design, merchandising and client installations. We led cross-border residential and retail projects from concept through installation, adapting the collection and brand identity across markets while training sales and management teams to carry the visual language consistently.

At a glance

  • 6 yearswith FENDI Casa
  • North Americaregional remit
  • Cross-borderresidential and retail projects
  • End to endconcept through installation
  • Visual Strategy: interior styling, collection merchandising, brand identity translation, client presentation and market adaptation
  • Senior Creative Project Leadership: cross-border client projects, installations, partner coordination, timelines, delivery and team training

Have a project in mind?

Let’s make it real.

For creative direction, senior creative project leadership, visual strategy and cultural projects.

Email Rebeca Contact details