Curriculum Vitae

Edward W. Dahl

FIELDS OF EXPERTISE

Extensive experience in the visual communication industry.  Includes design, display, layout, production, installation, styling, visual merchandising and visual merchandising training, consultation, managing remodels and openings, large-scale holiday installations, event design and installations, fashion show and performance design, fabrication, production, art and music direction.

EMPLOYMENT

After Science - Daly City, California

1998 - Present
Owner/Designer/Visual Merchandiser/Art Director, specializing in stage design, fabrication, visual merchandising, window design, prop fabrication, brand marketing, holiday décor design and installation.

Responsibilities include: interfacing with clients, conducting research, cost analysis and bid proposals, project management, sourcing materials and vendors, sketching, rendering, scaled drawings and mockups, fabrication, graphic design, lighting design, production, art direction, directing, team building; supervision of design, production, fabrication, and installation teams.

Holiday Works - San Carlos, California

1996 - 1999
Designer/Merchandiser/Manager specializing in graphic design, website design, prop fabrication, and installation.

Emporium - San Francisco, California

1985 - 1996
Visual Merchandising Manager.  Worked throughout the Bay Area (San Mateo, Oakland, Stonestown Galleria, San Francisco Center, Southland Mall, Stanford Shopping Center).      Responsible for directing a team of visual professionals on visual merchandising, large-scale holiday installations, event planning, marketing, store graphics, floor layouts, and staff training.

Craftmart - San Mateo, California

1988 - 1990
Director of Visual Merchandising

J.W. Robinson - Palm Springs, California

1983 - 1985
Visual Merchandising Manage

TEACHING

Fashion Institute of Design & Merchandising (FIDM) - San Francisco, CA

1998 - present
Regular, Full Time Instructor in Visual Communications, Graphic Design, and Merchandise Marketing Departments

Courses taught:

Visual Communication Department

Portfolio for Visual Communication:  This class assists students in preparing and developing a professional portfolio of their work.  Students learn to deliver presentations with practical techniques on how to structure the material to be presented, create visual aids, and speak with confidence.

Survey of Visual Communication: A survey of the visual communications industry and how image and corporate identity run through all visual media. Students examine and analyze visual marketing, graphic identity, e-commerce, fashion styling, event planning, exhibit design, trade show promotion, vendor manufacturing, retail store planning, retail theme environments, and visual merchandising.

Materials and Props: This class exposes students to a variety of materials, including plastic, wood, metals, and tile, and their application to the industry. Students explore methods, materials, and techniques for producing visuals for the industry.  

Lifestyle Presentation: An advanced course in which students discover innovative and environmentally sensitive ways to solve home product retailing, design, and merchandising challenges.  

Visual Presentation: An introduction to the crafts of visual presentation. Students receive hands-on experience in working with the tools and materials used to produce merchandise presentations and window displays. Standards of excellent craftsmanship are stressed as students design and install portfolio-quality visual presentations.

Intro to Digital Imaging: An introductory course designed to familiarize students with the basics of Adobe Photoshop and Illustrator and their applications to visual communication and design.

Computer Graphics: An introductory computer graphics course in which     students learn PC applications of Adobe Photoshop, analyze problems of visual thinking, design, and graphics, and present creative solutions.

Computer Rendering: An introduction to Adobe Illustrator as a design and rendering tool. This course provides students with hands-on experience using the computer to create graphic collateral, fixture diagrams, and store layouts.

Merchandise Marketing Department

Merchandise Presentation: Students learn various merchandise presentation techniques and applications, theories of color, customer appeal, mannequin usage, lighting, and related merchandising concepts and apply these skills in both lab and retail environments.

Graphic Design Department

Digital Imaging: In this introduction to digital graphics using Adobe Photoshop, students learn how to use programs, tools, layers, and palettes to enhance and manipulate photo composites and original art into conceptual designs.

Computer Illustration: This class introduces the students to digital illustration. Students learn the Adobe Illustrator software with its many tools, palettes, and menu bar. Illustrator is used to assist the students in rendering original sketches into high-resolution vector images.

Brand X: Students investigate the visual and physical personality of a current brand and develop an effective visual identity for it, utilizing all applicable marketing materials.

Website Design I: This introductory class offers a practical introduction to the World Wide Web and the challenges it poses for the graphic designer. Using Adobe Dreamweaver, students learn how to apply their own ideas to create a successful website using this multifaceted application. Topics include HTML, interaction, site architecture, file optimization, and website principles and practices.

2006 - 2008    Lead Instructor: Portfolio Presentation for Visual Communications

The Center for Electronic Art - San Francisco, CA

2000 - 2002
Courses taught: Web Graphics, Advanced Photoshop

EDUCATION

Fashion Institute of Design & Merchandising

2016
Associate of Arts Degree, Visual Communication

Adobe Certification

2015
“Train the Trainer”  

HONORS AND AWARDS

2000 - 2010; 2014 - 2016
Outstanding Faculty Award, FIDM, San Francisco, CA

Spring 2010
Specialty Retail Report Magazine First Place, Visual Victory Award- Most Improved Retail Design, Monique Jewelry

2013
San Francisco Chronicle Style Magazine, Fashion Event of the Year - Too Hot the Eye of Heaven, Ilanio

2012
San Francisco Chronicle Style Magazine, Cover Story - Supreme Beings, Ilanio

2002
International Gift Fair, San Francisco, CA - Best Tradeshow Booth Design, Rebecca Jewelry

1998
Induction into Faculty Hall of Fame, FIDM, San Francisco, CA

1997, 1998
California Interior Plantscape Association (CIPA), Ukiah, CA - Multiple awards for holiday décor design

1997, 1998
InteriorScape Magazine - Multiple Awards for Holiday Décor Design

1997
California Interiorscape Tradeshow - Best Booth Design

1989
PCM Magazine, October, 1989 Cover Story on New Store Design Concept - “Look into the 90s: The Store That Craftmart Built”

PRESENTATIONS AND FACILITATION

2000 - present
Three Days of Fashion, Educational Event, FIDM, San Francisco, CA
Presenter, Merchandise Marketing Workshop
Presenter, Visual Communication Workshop
Presenter, Graphic Design Workshop

2009
Faculty In-Service, FIDM, San Francisco, CA
Presenter

2004
Visual Merchandising Training Seminar for Einstein Bagels
Facilitator

1995- present
Visual Merchandising Training and Standards Development for various shopping center retailers
(e.g., Stonestown Shopping Center, Serramonte Shopping Center)
Facilitator

EDUCATIONAL TRAVEL

Visits to major museums, art collections, architectural sites, artists’ studios, and visual merchandising professional presentations.

2003, 2004, 2014   
Germany, France, The Netherlands, England
The Bauhaus School, Brothers Grimm’s Museum and Fairy Tale Road, Rijksmuseum, Kölner Dom, The British Library, The De La Warr Pavilion, The British Library, The Louvre, Notre Dame, Montmartre

1998
Globalshop: Store Design, Planning, & Merchandising Expo
Las Vegas, Nevada

1997
Globalshop: Store Design, Planning, & Merchandising Expo
Chicago, Illinois

OTHER RELEVANT EXPERIENCE

Visual Merchandising Design, Fabrication, and Installation

1998 - present
Stonestown Galleria
(various)

1998 - present
Serramonte Shopping Center
(various)

2009
Hillsdale Shopping Center
(window design, fabrication, installation)

2005
Ghirardelli Square
(various)

2003
COU
(window design, fabrication, installation)

2002
Fiona
(window and interior display design, fabrication, installation)

1999 - 2000
Cesare Paccioti
(holiday decor, window design, fabrication, installation)

1998 - 2000
Gianni Versace
(holiday decor, window design, fabrication, installation)

Holiday Décor Design and Installation

1998 - present
Serramonte Center
(Christmas, Easter)

1998 - present
Ford Land Company
(Christmas)

1998 - present
Stonestown Galleria
(Christmas, Easter, Halloween)

2005 - present
Ghirardelli Square
(Christmas)

2002 - 2014
Crocker Galleria
(Christmas)

2008 - 2011
JW Marriot
(Christmas)

2003 - 2008
Del Monte Shopping Center
(Christmas)

2000 - 2007
Capitola Mall
(Christmas and Easter)

2002 - 2004
Carmel Plaza
(Christmas)

Exhibit Design, Fabrication, and Installation

2016
Uhuru Village
San Francisco Juneteenth Festival
(design, fabrication, and installation)

2010
Green Living Fair
Serramonte Center
(stage)

2006
Fairmont Heritage Place at Ghirardelli Square
(showroom and fixture design)

2003
Celebrity Shoes for Orphans
Stonestown Galleria
(exhibit and stage)

2003
Northern California Marketing Directors Association
(exhibit and stage)

2000
Artmosphere
(interactive children’s play area design and fabrication)

Tradeshow Design, Fabrication and Installation

2002
Rebecca Jewelry
(exhibit, fixture and display)

1999 - 2000
Garden Party
feature area for Gift Show at Concourse

Stage Design, Fabrication and installation

2013
Project Nunway 5
(stage design, producer, music director, director)

2012
The Cut of Memory 30th Anniversary Concert
Broken Toys

Gallery Exhibit Design, Fabrication and Installation

2016
Oakland Fence Project
OMI Gallery

2014
Tomboy
African American Art and Cultural Center

2014
The Rejection Project
Big Umbrella Studio

2013
Entrapment to Entertainment
African American Art and Cultural Center

RMU and Kiosk Design, Visual Merchandising, and Display

2005 - present
Serramonte Center
(Visual Merchandising Training, Standards Development and Enforcement, Kiosk Design, Display and Maintenance)

2009 - 2010
Stonestown Galleria
(Visual Merchandising Training, Standards Development  and Enforcement, Kiosk Design, Display and Maintenance)

Wedding Event Design and Installation

2013
Womble-Steward Wedding

2005
Thompson-Callahan Wedding

1999
Bailey Wedding

Graphic Design and Installation

2011
Convergence Fest MMXI
(poster design)

2010
The Ballads
(poster design)

1999 - 2008
Noah’s Bagels
(case-line and in store graphic installation)

2003 - 2006
Stefan Lubinski
(print and web)

2003 - 2006
Cartier Properties
(print and web)

2005
Search for a Cause
Village at Corte Madera
(large scale barricade wrap)

2006
Ring Realty
(logo, business identity, info flyers)

2005
Full Contact Training
(logo, business identity)

2000 - 2004
Heffe.net
(web and print design)

2003
The Assassination of Richard Nixon
(film graphics)


CD Design

2012
The Cut of Memory 30th Anniversary Edition
Broken Toys

2012
Reach for the Peach
Saul Rayo and Elena Powell

2011
The Ballads
Live in Modesto

2009
Sk1 – The Conceptualization of Deliverables
SpacEKrafT

2007
The Unfinished Tattoo
The Story of Leon “Whitey” Thompson

2003
Magic Thumper
bil

2001
Coming to a Statehouse Near You
The Million Mom March

2001
All in a Mouse’s Night
Doormouse

SpacEKrafT - San Francisco, CA

Owner/Designer; Event/Performance Design and Fabrication

Feature Events/Performances

2014
Reflektorium
de Young Museum World Aids Day 

2014
Cobol 77
(Ilanio Fashion Show)

2014
DEVA: Alpha

2013
Project Nunway V
Yerba Buena Center for the Arts
The Sisters of Perpetual Indulgence

2011 - 2012
JPOP Summit Festival

2010 - 2012
The Fillmore Art Walk

2012
Supreme Beings
(Ilanio Fashion Show)

2012
Too Hot the Eye of Heaven
(Ilanio Fashion Show)

2011
DEVO After Party

2011
Future of Play
Grey Area Foundation

2011
The Will to Fail
Book Release Party

2011
Fam Bam - The History of the African American Family in America
de Young Museum

2011
Altered Barbie
(Opening Reception)

2011
Nightlife on Other Planets
(Ilanio Fashion Show)

2011
Farewell Fantastic Venus
(Ilanio Fashion Show)

2010
The Elements of Hip Hop
African American Art and Cultural Center

Music Composition

2015
Space Opera
IIMUAHII Couture
(LA Fashion Week Runway Music)

2013
Jodorowsky's Dune
(Film Soundtrack)

Ilanio - San Francisco, CA

Production Design, Styling, and Fabrication for Ilanio (Fashion Designer/ Performer)

Fashion Show Design, Production, Fabrication, Styling

2014
Cobol 77

2012
Supreme Beings

2012
Too Hot the Eye of Heaven

2011
Nightlife on Other Planets

2011
Farewell Fantastic Venus

Performance Production, Set Design, Fabrication

2014
DEVA: Alpha
(production, art direction, set design and fabrication, music direction)

2014
 Lady Robotika The Space Opera
(production, set design)

2014
"Freak Inside" music video
Planet Booty
(art director, set design, styling)

2013 - 2014
Modacine Fashion Film Festival
(consultant)