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VM SPOTLIGHT: Sonsoles Alfonso


Clean, modern, luxe – just a few of the words that come to mind when looking at Sonsoles Alfonso’s work for Club Monaco London. She never fails to mesmerize us with her attention to detail and intuitive understanding of how to mix colors and textures for maximum effect. We asked her to share a few of her favorite displays, and the inspiration behind them.


*Please note that the following are her opinions, and do not necessarily reflect those of Club Monaco.


Creamy Neutrals

“As a Visual Merchandiser I love creating displays blending different scales of the same colour palette, this picture is an example of it – the levels of cream, neutral and camel makes the whole concept beautiful and soft!”




Accessories To Go

“I created this accessory destination to make easy the customer shopping experience – I call it “the grab and go” concept – focused on small jewelry and stationery. The additional casual outfit at the bottom highlights the idea of mix and matching accessories with easy-to-wear outfits.”




Warm Winter Window

“The theme of this window was the feeling of cosiness and warmth on a winter weekend at home – to develop this idea I was inspired by the editorial images. As a key pieces, I added books, candles and blankets.”




Greenery and Denim

“This picture is one of my favorites. The degradation of blues against the marble table, the cashmere pieces, leather accessories and the greenery come all together creating the perfect weekend concept.”




Luxe Greys

“The levels of grey with pops of denim are merchandised to create the right balance between the bench and the mannequins – big shapes, long proportions, grey, denim and cashmere are the key factors.”




Purple, military green with a touch of floral

“The most difficult part when I merchandise a new point of view with a print, is to spread the pattern into the right place across the room –as a personal tip I suggest to add pops of white to help the flow of the colour palette.”




Monochrome Whites

“The wall highlight the different levels of grey, shapes and silhouettes. The main table focuses on cream and camel accessories. The secret here is blending textures, colours and shapes using the right amount of each one to create a monochrome area.”




Scandinavian-Inspired Knits

“I found the inspiration to create this “gifting & Sunday” moment by the icy cold Scandinavian weather – I wanted to feature a variation in texture, soft colors and scale.”




Keep up with Sonsoles on Instagram @samstorexperience or on LinkedIn.