Jolie Clemens
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
Jolie Clemens
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
ALBUM CAMPAIGNS
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
CLICK IMAGES TO ENLARGE
CLICK IMAGES TO ENLARGE
JOLIE CLEMENS
CREATIVE DIRECTOR
EXPERIENTIAL RETAIL CAMPAIGN
GALLERIA EDINA
PHOTOGRAPHY: RYAN DYER
OVERVIEW: The Galleria Fall Edit was a seasonal experiential retail campaign designed to encourage longer visits and reaffirm the Galleria as a destination for thoughtfully curated, independent, high-end local businesses. Rather than competing on scale or spectacle, the campaign leaned into depth, creating a culturally grounded experience that invited guests to linger, gather, and connect.
​
Inspired by Dutch Golden Age still life painting, an editorial photoshoot established a visual language rooted in moody light, rich texture, and quiet restraint. That imagery became the foundation for the campaign, guiding how the season was both seen and experienced.
THE APPROACH: The Galleria Fall Edit was a seasonal experiential retail campaign designed to encourage longer visits and reaffirm the Galleria as a destination for thoughtfully curated, independent, high-end local businesses. Rather than competing on scale or spectacle, the campaign leaned into depth, creating a culturally grounded experience that invited guests to linger, gather, and connect.
​
Inspired by Dutch Golden Age still life painting, an editorial photoshoot established a visual language rooted in moody light, rich texture, and quiet restraint. That imagery became the foundation for the campaign, guiding how the season was both seen and experienced.
PHOTOGRAPHY: CATHERINE BRINK
THE GATHERING SESSIONS: A series of ticketed, hands-on workshops anchored the campaign, each offering a tactile entry point into the season:
• WABI-SABI FALL WREATHS: Led by Alison Hoekstra of Taste Poetic, a meditative exploration of imperfection, transience, and natural form.
• HARVEST FLORAL PUMPKINS: A real-time pivot informed by audience response, pairing sculptural pumpkins with preserved florals and seasonal textures.
• STILL LIFE PAINTING: DUTCH MASTERS: Led by artist Sara Woster, this session invited guests to explore moody still life painting inspired by Dutch Golden Age techniques.
All sessions were held at communal tables in the atrium, encouraging guests to linger before and after each experience.
PHOTOGRAPHY: CATHERINE BRINK
RESULTS:
• Near sell-out attendance across sessions
• Strong guest engagement and positive feedback
• Increased dwell time, with guests shopping before and after workshops
• Reinforced perception of the Galleria as a culturally engaged, community-oriented destination
ROLE:
- Campaign Concept & Creative Direction
- Visual Language Development
- Editorial Photoshoot Direction
- Experiential & Event Concepting
- Partner Curation
- Experience Design (with Alison Hoekstra)
- Copywriting & Naming
- On-Site Execution & Oversight
WHY IT MATTERS: The Galleria Fall Edit demonstrates how editorial thinking can move beyond imagery and into lived experience. By prioritizing cohesion, restraint, and participation, the campaign transformed a seasonal retail moment into a meaningful, community-driven experience.