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I'm Xavier Abad, a Senior Retail Creative Lead shaping store concepts and brand-driven physical experiences for global retailers. Over the past 9 years, I've crafted immersive spaces and in-store activations for brands like Bershka and IKEA, turning brand narratives into tangible retail moments across international markets. I operate at the intersection of brand storytelling, spatial design, and cultural activation, bridging creative vision with execution. I lead cross-functional teams and external partners to deliver high-impact brand moments—ensuring product narratives, customer journeys, and space design align across channels. Based in Barcelona and open to relocation.…I'm Xavier Abad, a Senior Retail Creative Lead shaping store concepts and brand-driven physical experiences for global retailers. Over the past 9 years, I've crafted immersive spaces and in-store activations for brands like Bershka and IKEA, turning brand narratives into tangible retail moments across international markets. I operate at the intersection of brand storytelling, spatial design, and cultural activation, bridging creative vision with execution. I lead cross-functional teams and external partners to deliver high-impact brand moments—ensuring product narratives, customer journeys, and space design align across channels. Based in Barcelona and open to relocation.

Xavier Abad

Creative Director, Designer, Brand Designer, +6

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I'm Xavier Abad, a Senior Retail Creative Lead shaping store concepts and brand-driven physical experiences for global retailers. Over the past 9 years, I've crafted immersive spaces and in-store activations for brands like Bershka and IKEA, turning brand narratives into tangible retail moments across international markets. I operate at the intersection of brand storytelling, spatial design, and cultural activation, bridging creative vision with execution. I lead cross-functional teams and external partners to deliver high-impact brand moments—ensuring product narratives, customer journeys, and space design align across channels. Based in Barcelona and open to relocation.…I'm Xavier Abad, a Senior Retail Creative Lead shaping store concepts and brand-driven physical experiences for global retailers. Over the past 9 years, I've crafted immersive spaces and in-store activations for brands like Bershka and IKEA, turning brand narratives into tangible retail moments across international markets. I operate at the intersection of brand storytelling, spatial design, and cultural activation, bridging creative vision with execution. I lead cross-functional teams and external partners to deliver high-impact brand moments—ensuring product narratives, customer journeys, and space design align across channels. Based in Barcelona and open to relocation.

Available to hire

I’m Xavier Abad, a Senior Retail Creative Lead shaping store concepts and brand-driven physical experiences for global retailers. Over the past 9 years, I’ve crafted immersive spaces and in-store activations for brands like Bershka and IKEA, turning brand narratives into tangible retail moments across international markets.

I operate at the intersection of brand storytelling, spatial design, and cultural activation, bridging creative vision with execution. I lead cross-functional teams and external partners to deliver high-impact brand moments—ensuring product narratives, customer journeys, and space design align across channels. Based in Barcelona and open to relocation.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Spanish; Castilian

Fluent

Catalan; Valencian

Fluent

German

Beginner

Work Experience

Global Retail Creative Lead at BERSHKA (INDITEX GROUP)

February 1, 2022 - November 1, 2024

Led the creative direction and development of global retail activations and brand experiences, translating campaigns and product narratives into immersive spaces. Designed and managed 20 design projects yearly including pop-up installations, spatial activations, in-store activations and windows concepts. Partnered with Brand, Product, Merchandising and Omnichannel teams early in projects to ensure 100% brand alignment through different channels. Directed up to 6 cross-functional team members including Architecture, Graphic Design and VM, adapting to each project’s needs. Set new standards for retail campaign strategy by consolidating fewer but higher-impact initiatives. Researched and managed external creative studios and partners to deliver top-class results with design budgets up to €500K for concepts and prototypes. Created guidelines to translate and scale designs into 85 global flagship stores.

Global Retail Design Project Lead at BERSHKA (INDITEX GROUP)

January 1, 2020 - January 1, 2022

Part of the Concept Retail Design team that developed new global store concepts, translating flagship brand identity into scalable spatial formats for international markets. Collaborated with external architecture and creative studios from concept ideation to execution. Partnered with product, construction, merchandising and art direction teams to align space, product presentation and brand narrative. Worked closely with suppliers to define material direction and ensure quality along prototypes. Supported on-site styling and implementation of international store openings, ensuring creative consistency and quality across markets. Led the creation of innovative in-store experiences such as an AR-powered digital fitting room in collaboration with external designers.

Spatial Designer & Project Manager at IKEA

December 1, 2013 - January 1, 2020

Designed customer-centered retail environments combining spatial storytelling, product presentation and commercial strategy. Led the redesign of a 1,500 m² living room department, achieving a 30% sales increase and becoming a national benchmark project. Co-designed and managed IKEA’s first City Store format in Spain, expanding access to brand services for urban customers. Set the creative direction for store campaign initiatives. Coordinated multi-disciplinary teams across range, sales, operations and visual merchandising to deliver integrated store experiences. Delivered trend lectures and mentorship programs in collaboration with design schools.

Spatial Designer & 3D Artist at SHADE SAILS CANADA

December 1, 2024 - September 1, 2025

Designed architectural shade structures for residential, educational, public spaces and events across North America. Produced 3D visualizations, renderings, technical drawings, and pattern layouts using SketchUp, Rhino, Twinmotion and Blender. Collaborated with fabrication teams to translate digital concepts into built outdoor shade solutions.