About UNFRAMED

UNFRAMED is a spatial strategy platform founded by Valeria Mocci, former Global Head of Creative, Visual Merchandising & Store Design at Coty, with leadership experience across Estée Lauder, Armani, Versace, and Cartier.

Built on more than two decades of global creative leadership, UNFRAMED focuses on defining retail and brand environments through concept clarity, spatial systems, and early-stage strategic direction.

Operating between strategy and design, UNFRAMED helps brands translate identity into environments that create emotional connection while supporting real-world execution.

A woman in a long dark coat standing on rocky coastline with ocean waves in the background, black and white photo

Founder — Valeria Mocci

Valeria Mocci is a global creative retail experience leader specializing in store design, spatial strategy, and brand environments across international markets.

Based in New York, she has led global retail experience and store design programs across more than 50 markets for luxury beauty and fashion brands.

Her work focuses on aligning creative direction with commercial performance, establishing scalable design frameworks, and translating brand vision into coherent physical environments.

Through UNFRAMED, she extends this leadership experience into a platform dedicated to concept clarity and early-stage spatial strategy.

Selected Global Leadership Experience

Coty
Global Head of Creative, Visual Merchandising & Store Design

The Estée Lauder Companies
Senior Director, Creative Visual Merchandising – Travel Retail

Giorgio Armani
Senior Director, Creative Visual Merchandising

Versace
Director, Creative Visual Merchandising

Cartier
Director, Creative Visual Merchandising

Modern interior space with a large poster of a woman's face with red lips on a red and white color scheme, including a red counter and shelving with products.

Perspective

UNFRAMED operates at the intersection of culture, commerce, and spatial experience, helping organizations establish clear creative direction before design development begins.

By defining strong conceptual foundations early, execution can move with greater precision and confidence.

UNFRAMED sits between concept and execution, connecting design thinking with operational reality.

Bring clarity early.
So environments perform later.

Clothing store display window with mannequin wearing a long dress, large geometric green and beige blocks, backlit with warm lighting, and framed mirror on the right wall.
Black perfume bottles with gold caps on a reflective surface in a white architectural space, with butterfly and foliage reflections.

UNFRAMED sits between concept and execution, between design thinking and operational reality.

Bring clarity early.
So environments perform later.