Siobhán O’Callaghan

Profession: Visual Merchandising Specialist (freelance)
  • Art Direction
  • Design
  • Fashion
  • Interior Design
  • With a background in fashion design, I have seven years VM experience in the luxury fashion sector, travelling extensively across Europe including major fashion cities London, Paris and Milan. I have worked for multi-luxury brand boutiques such as Matches in London and managed the visual display for Italian fashion house Gucci. My experience is rooted in in-store visual communications through to events, showroom and editorial work, as well as VM training.

    As a Visual Merchandising Specialist based in Berlin, I offer a bespoke service to local, independent brands and stores seeking expert VM knowledge and innovative collaborations in visual display.

    My focus is on effectively promoting high quality design products with a distinctive creativity and style, with an aim to reinvent, support and nurture the visual aspect of an independent brand or project.


    L.S.A.D Ireland

    2004-2004 BA (Hons) Fashion Design

    Award: Most Cutting Edge Collection, Graduate Show


    Siobhán O'Callaghan

    2015 - present Visual Merchandising Specialist (freelance)

    (based in Berlin, Germany)
    Store ∙ Showroom∙ Training ∙ Event ∙ Ecommerce


    2013-2015 Visual Merchandising Coordinator; Germany, Sweden & Holland

    16 Stores – Germany, Sweden & Holland (based in Berlin, Germany)
    District Management ∙ Team Leadership ∙ In-store Display ∙ Window Installation ∙ Fashion Weeks & Showroom Set ups ∙ Events ∙ New Store Openings ∙ SLR Digital Photography ∙ Reports and Analysis ∙ Implementation of a Visual Awareness and Maintenance Training ∙ Design of official Visual Guideline Handbook ∙ Training of In-Store VM ∙ Extensive Travel within Europe and UAE


    2010 - 2013 Visual Merchandiser; UK, Ireland, Sweden, Holland

    22 Stores – UK, Ireland, Holland & Sweden (based in London, UK)
    Visual Merchandising ∙ VM Guideline Development ∙ Fashion Week & Showroom Set up ∙ Events ∙ Regular Reporting ∙ Display & Set up of the Permanent Collection at ‘Gucci Museo’ Florence Italy

    Matches Fashion

    2008 - 2010 Visual Merchandiser

    13 Multi Luxury Brand Boutiques (based in London, UK)
    Visual Merchandising ∙ Mannequin Styling ∙ Floor Planning ∙ VM guidelines ∙ Visual Concept & Development ∙ Prop Sourcing & Visual Handling ∙ Creative Production ∙ Project Management ∙ Window Installation ∙ Brand Collaboration ∙ Trend & Brand Training ∙ Market Research ∙ Working with Buyers and Web Department