QUINTESSENTIAL BEDDING
2025 Bedding Launch
I played a vital role in launching Lunya’s first foray into bedding, leading visual direction for photography, packaging design, digital assets, and experiential marketing that introduced our product with tactility and elevated minimalism. The visual direction focused on evoking raw authenticity and comfort. Our set design paired luxury with imperfection, featuring beds unmade, textural details, and still-life imagery intentionally styled to feel lived-in. This extended into our graphic design approach, where modern minimalism echoed Lunya’s core aesthetic and helped establish our credibility in the bedding category. In addition to overseeing all design assets and approving visuals across channels, I executed a teaser activation at our Melrose retail space, where oversized swaths of bedding were suspended from the ceiling. Passersby were invited in to feel the fabric and describe the experience in their own words—turning product introduction into a moment of anticipation and community building.