We are the disruptors,

hell-bent on

transforming retail spaces

into engaging storytelling

environments

Our scenes will change how you see retail. Dramatic lighting, cinematic staging and artful storytelling take your product on a journey, showing your brand’s dedication, quality and world ethos. WAYL.A. makes your brand unforgettable. We are artists of the double-take, blending the line between art and commerce, designing retail merchandising with purpose.

Services

Visual Merchandising

  • Styling
  • Product Placement
  • Floor Plan/Planogram
  • Product Assortment
  • Copywriting
  • Training & Education 
  • Store Maintenance
  • Installation
  • Material Prop Sourcing

Concept Development & Design

  • New Store Design
  • Store Remodel
  • Set Design
  • Window Display
  • Experiential Activation
  • In-Store Event
  • Showroom
  • Special Projects
  • Custom Fixtures
  • Graphic Illustration/Design
  • 3D Rendering
  • Virtual Reality/Digital Experience
  • Engineering Drawings

Production

  • Project Management
  • Fabrication Oversite
  • Print Production
  • Design/Build Installation
  • Engineering

The Team

Kenny Lange

Founder & Creative Director

Kenny has spent his career meeting and working for the greatest and most talented people in the fashion and retail industries. Prior to graduating from ASU in 2004, Kenny spent his time working for Ralph Lauren as a footwear and men's clothing specialist. With dreams of becoming a buyer in New York City, he packed his bags and left for the Big Apple to join Ralph Lauren's Executive Training Program: a one-year, in-depth, corporate retail training environment known for producing the industry’s best and brightest. Being a buyer, however, was not in the cards. As luck would have it, Ralph Lauren was launching a new line called Rugby - an embodiment of all things familiar and exciting to Kenny. Over the following six years, Kenny helped launch, build, and create this brand which, though short-lived, will have lasting effects in the fashion world. It is here where the creative bug was born and an introduction to the fashion icon, Ralph Lauren, was made. Beginning as a Creative Coordinator to eventually becoming Director of Creative Services for Ralph Lauren, Kenny moved to Los Angeles with the company in 2010 for a new challenge and to be closer to home. During the following years is when WAYL.A. Creative took shape. Today, Kenny's focus is on partnering with and helping companies pivot and shift within the ever-changing retail landscape. From inspiring start-ups to established big name corporations, everyone wants to know: what are you looking at?

kenny@waylacreative.com

Risa Kostis

The Studios

Risa is a seasoned stylist, publicist and event planner with over 15 years in the fashion and beauty industries. She is a graduate of The Walter Cronkite School for Journalism & Mass Communications at Arizona State University, as well as Boston’s Blaine! School of Cosmetology. Since graduating, Risa has worked throughout the world managing events for Vendome in Paris, Bread & Butter in Barcelona & Berlin, Project Show & Magic shows in Las Vegas as well as Coterie and Intermezzo. More recently, Risa has spent her time running a successful event and styling consulting business ‘RISTYLE Consulting’ with work credits such as New Balance, Tuft & Needle, Salt Living Tempe, Modern Luxury and E! Channel to her name. In addition, she is a regular style expert for national and local TV channels throughout the Southwest, and can typically be found on set styling celebrities and professional athletes for regional editorial campaigns, day of wedding coordination, and overseeing small business blogger public relations.

risa@waylacreative.com

Susan Kerkstra

Director - Product Presentation

Susan is an expert visual merchandiser and professional dancer by way of NYC and LA. A graduate of Emerson College with a BFA in Dance, Susan has applied her artistic training and keen eye for detail within the fashion industry for 15 years.
Originally from a small town in Maine, Susan has always found an interest and love for all things creative. Upon graduating from college, Susan danced professionally until being recruited by Ralph Lauren to help oversee Product Presentation and Training for NYC Flagship stores. She eventually went on to open RL stores both domestically and internationally, until recently where she has spent her time at Bebe Stores Inc. writing visual directives for over 200 global retail shops.

susan@waylacreative.com

Omar Reader

Project Manager - Styling

Born and raised in Manhattan Beach, California, Omar has spent the greater part of the last 20 years collaborating with some of the fashion industry's most influential and respected talents. His love for the California coastline and Los Angeles sunshine compelled him to stay in L.A. after high school to attend Loyola Marymount University. Upon graduating, Omar began working at Fred Segal where he discovered a love for the business. Since then, he has gone on to manage territories for Ralph Lauren, as well as launch fashion lines and consult on many levels. Today, Omar blends his understanding of elevated display - whether through window design, florals, visual merchandising, or styling.

omar@waylacreative.com

Jonte Smith

Project Manager - Production

Jonte is a gifted Visual Merchandiser, Stylist, and Designer with over 10 years of luxury retail experience. A University of Virginia guy with D.C. roots, Jonte got his start at Ralph Lauren, working within the creative department to help design windows and interiors, and open stores throughout the U.S. He is a production savant and critical thinker - always finding ways to manage projects efficiently and effectively for everyone involved. He has managed projects of all shapes and sizes for companies such as The North Face, Ralph Lauren, and Under Armour. Jonte is a true jack-of-all-trades within the world of retail creative.

jonte@waylacreative.com

Jeff Dieli

Project Manager

A native New Yorker and graduate of Miami University of Art and Design, Jeff has spent the better part of his career working with respected fashion houses throughout the industry. First with Ralph Lauren beginning as an intern in the Creative Services department, followed by Fendi Casa and Kenzo Maison designing showrooms throughout the world. Jeff eventually made his way back to Ralph Lauren where he discovered his true passion: designing and executing epic visual displays for one of the most respected lifestyle brands in the world. Here Jeff helped to oversee all creative for NYC and the Hamptons, in addition played an integral role in opening and sustaining Ralph’s Polo brand label on 5th Ave. Jeff is ultimately driven by the design process of taking an idea and making it a reality; stepping back and seeing the finished product from where it began as a rough sketch at its infancy.

jeff@waylacreative.com

Laura Calamai Mol

Styling

Laura is a gifted Stylist, Set Dresser, and Visual Merchandiser with 10+ years of fashion industry experience. Her impressive portfolio ranges from editorial work with Vogue and WSJ Magazine, to styling for global brands like Anthropolgie, Under Armour, and The North Face. Laura’s broad understanding of fashion and consulting has allowed her to be a valuable resource within many styles of the changing retail landscape.

laura@waylacreative.com

Brendan Durham

Product Presentation

Brendan received his B.A. in Fashion Design and B.A. in History from Florida State University. In the 12 years since, he has held positions of increasing responsibility for many fashion houses including Ralph Lauren and James Perse. In that time, Brendan has helped to convey brand identities through elevated visual displays and product presentations. Today, Brendan can be found working closely with company merchant teams and creatives to help bridge the world of art and commerce.

brendan@waylacreative.com

Corey Lenh

Product Presentation

Corey is a California native with almost 20 years of visual merchandising and retail management experience. During his college years at De Anza in Cupertino, California, he began working in the footwear department at Ralph Lauren. Since then, Corey has opened, remodeled, managed, and styled stores throughout the world. Known for his precision folding, Corey is a product presentation expert and can be found working along side brands such as Faherty and The North Face.

corey@waylacreative.com

Kris Lange

Production

Kris received his BA in Regional Development from The University of Arizona, then went on to oversee financial portfolios as a wealth management advisor for Wells Fargo for the last 3 years. In his spare time, Kris has overseen large scale production projects for WayLA and other design/build companies servicing home-interiors, kitchen, and special fixture production. He is a creative problem solver with an analytical approach that helps to save time and money no matter what project and in any location.

kris@waylacreative.com

Florence Tang

Graphic Design & Illustration

Florence is a California transplant by way of Canada who has spent the last six years in the fashion and design industry. After earning her B.A. with Honors in Graphic Design from York University, she continued studying Visual Communications at the Fashion Institute of Design and Merchandising. Shortly after graduating, Florence began work at Levi's XX launching showrooms, trade shows, and retail stores globally while focusing on graphic design and visual merchandising. Since then, she has worked on various branding, environmental, and concept designs for companies including Filson, Spiewak, Original Jams, and AG Jeans. Most recently, Florence co-founded Lot, Stock and Barrel - a creative entity with a retail store located in Los Angeles’ arts district.

florence@waylacreative.com

Rae Johnson

Operations Manager

Rae is the brains behind WayLA's operations. An experienced business professional by way of Phoenix, Arizona, she has a respected history of working closely with C-Suite executives, small businesses and professional athletes. She specializes in all business management operations including keeping our clients happy, vendors paid, and WayLA's lights on.

rae@waylacreative.com

Clients