Soheil Farahani Rad
Arts / Entertainment / Publishing
About Soheil Farahani Rad:
With 10+ years of experience in Italy and the UAE, Soheil blends scenography and retail strategy to craft impactful visual merchandising. Specializing in window displays, store layouts, and immersive brand environments, he transforms retail spaces into compelling, on-brand experiences that drive engagement and sales.
Experience
Visual Merchandising & Creative Consultant
Freelance – UAE & Italy | 2015–Present
Designed and executed visual merchandising strategies for fashion, lifestyle, and luxury brands across flagship stores and seasonal campaigns
Developed window displays, in-store layouts, and product storytelling concepts aligned with brand identity
Led cross-functional teams to install and adapt visual setups across various retail environments
Delivered immersive visual experiences for promotional events and high-end product launches
Senior Visual Merchandiser & Set Designer
Boutique Agencies – Milan, Italy | 2012–2015
Created scenography-inspired retail installations blending art, architecture, and product display
Collaborated with marketing and sales teams to align visual direction with commercial goals
Produced moodboards, mockups, and VM guidelines for rollout across store networks
Creative Producer – Visual Campaigns
Dubai, UAE | 2023–2025
Managed creative production for in-store activations and branded experiences
Oversaw installation timelines, supplier coordination, and quality control
Applied storytelling through merchandising to elevate customer engagement
Education
Master in Scenography
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