Visual Merchandising

Sophie McHugh

Over the past three years studying Visual Merchandising and Display, I have not only grown in confidence but also developed a strong foundation in creative design, spatial planning, and brand storytelling. This course has sharpened my eye for aesthetics and taught me how to translate concepts into compelling visual experiences-from window displays to fully digital in-store layouts. Beyond the technical skills, it’s helped me find my voice, allowing me to communicate ideas clearly and with purpose. Most importantly, I’ve had the privilege of learning alongside a group of talented peers whose constant support and collaboration have made this journey both inspiring and unforgettable.  

As I look ahead, I’m excited to see where this path leads-to keep evolving, creating, and contributing to the world of visual design with passion and purpose. 

Slept on the Beach

For my Major Project, I had the opportunity to install my display at my work placement in Dunnes Stores, Stephen’s Green. It was a rewarding experience to collaborate with Nicola and Sarah, whose guidance and encouragement greatly boosted my confidence in my creative abilities. Below is the blurb that was shown alongside my display. 

This visually engaging concept playfully titled “Slept on the Beach” aims to evoke a sense of summer relaxation and vibrant energy. The scene is designed as a flat lay, with a beach-inspired backdrop of sand showcasing a curated selection of products. At the heart of the display, two mannequins appear as though they are enjoying a carefree day by the sea, dressed in the newly launched Dunnes Stores swimwear collection. 

The overall aesthetic is bright, colourful, and full of life - designed to instantly capture attention and spark excitement for the summer season. The goal is to create an immersive, aspirational moment, transporting viewers to a serene beach setting and inspiring them to embrace the style and spirit of summer. 

Zegna

Fashion and Branding 4 was one of the most memorable and rewarding modules of my course. We were given the creative freedom to choose our own menswear brand, and I selected Zegna, using their Spring/Summer 2025 collection as the foundation for a conceptual catwalk design. I brought the vision to life through a sunset photoshoot in the mountains, capturing the essence of the collection’s mood and setting. My brother kindly modelled for me, and the resulting images exceeded my expectations-adding a deeply personal and meaningful touch to the project. I had a fantastic time designing the catwalk using SketchUp and tying everything together with a final video edit, featuring the song Dive by Olivia Dean, which perfectly complemented the overall atmosphere. This project was a true labour of love, and I was proud to be awarded a full mark of 100/100 for the work I produced.