GIR: Bringing the brand into physical space

At GIR, I led creative for our presence at The Inspired Home Show—translating the brand’s product-first design philosophy into a physical environment shaped by both design and retail strategy. Working within a small footprint and limited budget, the goal was to create a space that felt intentional, cohesive, and distinctly GIR, while clearly communicating different product formats and assortments for wholesale buyers. The booth was designed to prioritize value-driven sets for big-box retail while supporting specialty and hanging formats—balancing clarity, color, and function in a high-traffic trade show setting. Each element was considered as part of a system—ensuring the booth communicated both the utility and personality of the products, while enabling intuitive navigation and efficient sales conversations.