Seeking to create a more meaningful, locally inspired retail experience for hotel guests, I developed and launched The Vault—Hotel Emery’s on-property gift shop in partnership with LAB Mpls.

Blending local makers, thoughtful design, and curated merchandise, The Vault reimagined the traditional hotel gift shop into a boutique-style retail space, showcasing the best of Minneapolis craftsmanship and culture.

Through this initiative, Hotel Emery strengthened its community ties, enhanced the guest experience, and deepened its brand storytelling.

The Vault Gift Shop

Concept Development + Retail Strategy + Brand Partnerships

Year
2024

Client
Hotel Emery

CONCEPT

Curating Local, Inside the Lobby

The Vault offers a modern, highly curated shopping experience that reflects Emery’s local-first brand values.

Key Elements:

Local Makers Partnership: Featuring goods from LAB Mpls' network of independent artists and makers.
Curated Retail Collection: Including home goods, art prints, candles, apothecary items, pet accessories, small-batch treats, locally brewed beers, craft spirits, and elevated keepsakes that reflect the spirit of Minneapolis.
Rotating Inventory: Seasonal updates and limited-edition drops to encourage repeat visits and brand buzz.
Guest + Community Focused: Offering guests and locals curated access to locally-made products for authentic, meaningful gifts.

The Wins

The Vault redefined Hotel Emery’s retail experience—turning an underutilized space into a curated, revenue-generating gift shop rooted in local design and culture. I led the concept and launch from the ground up, including brand development, vendor partnerships, and operational planning. Through a collaboration with LAB Mpls, we created an evolving retail experience that enhanced the guest journey, deepened community ties, and reinforced Emery’s identity as a design-forward, locally connected lifestyle hotel.