Laurence Raines

Global Leader Environmental Design | Brand Strategy | User Experience

Design and people management within cross functional retail projects from brief creation to scale. I build momentum and empathy, create partnerships between experts and facilitate collaboration in synthesizing inputs to achieve numbers based solutions for retailers.

I bring energy to serving my teams clients, and value empowering talent on their professional journeys. I create branded environment program development roadmaps and design methodologies that combine analytics, consumer insights, and market research with strategy and design teams to achieve solutions for organizational business goals.

Experiential Projects

Nike Inc.

  • AR Retail Experience: Led cross functional teams in development and execution of Nike Style retail AR Content Studio user experience for POC doors in Korea and China. 3 day result : 19 engagements @ 3,103 visitors.

Levi Strauss & Co.

  • Customization Experience: Created, developed, and executed Levi’s retail product Laser-Customization Experience. Installed in 3 US, 1 Mexico, & 2 Europe flagship locations, surpassed sales targets by +18%.

  • Immersive Brand Experience: Designed Macy’s Juniors Flagship experience; physical product with user-activated video, digital messaging, and lighting. Engaged customers with a youthful, dynamic, on-trend experience. Consumer insights reported 40% increased dwell time over previous static installations.

  • Post Purchase Experience: Created Levi’s Self Service Returns Kiosk, exceeded KPI : 30 seconds to complete a return. Canada reported 6 store test achieved an average 8% boost to in-store sales. Delivered 12 door roll out.

  • Digital / Physical Product Storytelling:  Conceived and created transparent touch screen information over physical Levi apparel product. Averaged 180 second dwell time and +20% in conversion over static info. solutions for campaign products.

  • Brand and Product Stories: Produced scalable Levi’s Tailor Shop user experience. Tested user engagement achieved +10% income over operating costs. Installed in 200+ doors in Europe, Asia, and Latin America.

Raines Studio

  • Gaming User Experience: 8 years of success for Sony Computer Entertainment’s E3 exhibition. Annual budgets of $7M to $9M. Led design and project management teams. 200+ consumer product demos per year.

  • Immersive Brand Experience: Designed Amgen Calcium Receptor exhibition. Guests floated within an interactive human body cell and controlled the Amgen treatment of secondary hyperparathyroidism. Marketing reported results exceeded forecasting, maximizing ROI; Cost: $185k / 35k users = $5.28 Cost Per. Engagement.

CLIENTS

AWARDS

Bay Area’s Best - forum of SF MOMA & IDSA-SF, Communication Arts, Critique Magazine:The Big Crit, Exhibitor Magazine Design Awards, ID Magazine Annual Design Review, Industrial Designers Society of America, IDEA & Business Week, Society of Environmental Designers, Van Allen Institute.


PUBLICATIONS

Architectural Record, Architecture, Axis/Quarterly Trends on Design (Japan), Business Week, Communication Arts, Creative Review (England), Critique Magazine, Design Magazine (England), DESIGNnet (Korea), Exhibitor Magazine, FRAME, Innovations (IDSA), Interiors Magazine, The New York Times, Noovo Editions, NOVUM, Progressive Architecture, Publish, San Francisco Chronicle, VM&SD.

US PATENTS

Panel System for Building Studs #2004023

Abstract:

A panel system is provided for constructing building walls. The panel system includes panels with first and second tabs adapted for installation on building studs, including metal building studs. The panels may be made from a plastic material that is recyclable, thereby minimizing the environmental impact of building construction. The panels also include overlapping edges to provide a smooth joint between adjacent panels.

Reconfigurable Dividing Wall System #2005003

Abstract:

A reconfigurable wall system is provided. The system includes an upper attachment member, a lower attachment member and a wall member. The upper attachment member is connected to a ceiling. The lower attachment member is connected to the floor. The wall member has upper and lower ends. The upper end of the wall member is attached to the upper attachment member. The lower end of the wall is attached to the lower attachment member.