Set the Scene
Re: Motherhood — curated by Roya Sullivan
A Look Behind the Collection
My selection is practical and tailored for current retail projects, specifically focused on Holiday and Summer themes. The images reflect concepts and inspirations directly related to these seasonal campaigns I'm working on.
How has motherhood shaped (or reshaped) the way you tap into your creativity?
Motherhood has definitely changed how I approach in-store design and Window Display. I’ve become more intentional with my creativity—focusing on what really matters and how people connect with a space and display. I think more about flow, emotion, and how a design makes someone feel the moment they walk in. With less time to waste, I’ve gotten better at trusting my gut and working smarter.
What unexpected moments or connections fuel your inspiration when you need it most?
I get the most inspiration from art, theater, and set design. Seeing how a stage or installation transforms space to tell a story makes me think differently about retail environments. A lighting shift, a bold texture, or even the way people move through a scene—those details push me to create spaces that feel immersive and intentional. It’s those unexpected creative moments outside of retail that fuel my best ideas.
Roya Sullivan
VP Creative Director, Duggal Visual Solutions
Roya Sullivan joined Duggal Visual Solutions as the VP Creative Director in 2024. Her and her team will focus on Luxury Retail activations; including Windows, Pop-ups and Events. She comes from both agency and retail background.
In 2019, she joined Harlequin Design New York as the VP of Projects and Client Services. Prior to her time at Harlequin, she was the National Director of Window Presentation at Macy’s. And before Macy’s, she was the Visual Design Director at Bloomingdale’s and Ralph Lauren.
Roya attended the Corcoran School of Art for her B.A. and received her M.F.A. from the Pratt Institute. She is the recipient of several prestigious industry awards from Clio, Women In Design2018 winner, design:retail and WindowsWear and has been featured in publications such as The New York Times, USA Today, Entrepreneur, Psychology Today, A1 Retail and more.
Roya was born in Iran and grew up in Germany, and later Connecticut. She lives in New York City with her husband and two sons.
VIEW RE:MOTHERHOOD FEATURE