We are creative directors,
architects, designers & stylists
with a passion for
transforming ALL spaces
into engaging storytelling
environments
Our approach will change how you see environmental space as you know it. Dramatic lighting, cinematic staging and artful storytelling take your product on a journey, showing your companies 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 the physical space with purpose.
Services
Concept Development & Design
- Store Design/Remodel
- Commercial Space Design/Remodel
- Set Design
- Experiential Activation
- Showroom
- Special Projects
- Graphic Illustration/Design
- 3D Rendering
- Virtual Reality/Digital Experience
- Engineering Drawings
Production
- Project Management
- Quality Control
- Fabrication Oversite
- Print Production
- Design/Build Installation
- Engineering
Visual Merchandising
- Styling
- Product Placement
- Floor Plan/Planogram
- Product Assortment
- Copywriting
- Training & Education
- Store Maintenance
- Installation
- Material Prop Sourcing
The Team
Kenny Lange
Founder // Creative Director
Kenny has spent his career working with some of the 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
Dre Gharakhanian
Design Director
Dre is a multidisciplinary creative and designer with backgrounds in contemporary art, architecture, and photography. A graduate of Woodbury University (BA - Architecture) in Los Angeles, and a California native, he has spent the last 10 years designing and fabricating for some of the biggest apparel industry names in the business. The North Face, Under Armour, Robert Graham, and Everything But Water to name a few. In that time, he’s created and executed a variety of brand activations, experiential marketing events, pop-ups, and retail interiors. In addition to retail, Dre has been part of award-winning mixed-use commercial building design, and patented design/engineered consumer products.
dre@waylacreative.com
Brandon Lee
Lead PM // Design
Brandon, is an artistic and enthusiastic leader with 20+ years in the retail creative industry. In that time, he's held senior leadership roles at some of the most well known and respected brands such as, Ralph Lauren, Bonobos, Gap, Moose Knuckles, & Brooks Brothers. Responsibilities have included, rebuilding VM infrastructures from scratch, while overseeing window and interior design, hiring, project management, styling, buying assortments, copywriting, and installations. As the retail design landscape evolves, he hopes that his leadership and experience will help push the industry forward and inspire others to make amazing brand moments, and have some fun along the way.
brandon@waylacreative.com
Maria Kobaylan
Project Manager // Design
Maria, a jack of all trades and master of many, holds a B.F.A in Interior Architecture with Honors from Woodbury University. A super passionate designer with 5+ years of experience in managing projects large and small for the likes of The Oscars, Moss, Youtube, Rolex, and Fanatics, amongst others. She understands all aspects of architecture, engineering, and production/fabrication, while excelling in the quality control process and seeing a project through from concept to execution.
maria@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
Laura Calamai Mol
VM // Styling
Laura is a supeior 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
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
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
