mobile   +55 11 98585 6936

skype     fernando.diehl


In the last 15 years I’ve been planning and managing projects associated to brand communication and retail design in a wide range of situations, adding design values to the business context:

  • Product and furniture design
  • Stores, concept stores and flagship stores
  • Branded environments
  • Shop-in-shops, display fixture and furnishing


  • Experience in marketing and communication area at consumer goods companies
  • Experience in team coordination and workflow process - project planning and development
  • Ability to deal with clients and suppliers
  • Strong technical and theoretical background
  • Excellent knowledge of graphic softwares, sketching
  • prototyping and modeling
  • Proactive, curious and dynamic personality


2015 - current    STUDIO FDHL. Design and Project Manager

  • Architectural and Design Consultancy
  • Developing concepts for  retail design focused on brand communication
  • Retail design, shop-in-shops, display fixtures and furnishings
  • Development and adaptation of guidelines for retail design and in-store communication
  • Furniture design and development


2012 - current    Belas Artes University. Lecturer, Open Courses

  • Pop-Up Stores and Kiosks: New Models at Point of Sale
  • Design for Displays Fixtures and Furnishings
  • Brand Spaces: Architecture, Design and Branding 


2013 - 2015     TV1 Group. Design Manager

  • Architectural and design consultancy for retail design services.
  • Main clients: LG, O Boticário, Bradesco, SAP, HP, Nestlé.


2010 – 2012    Cheil Worldwide Brazil. Project Manager, Retail Design Services

  • Responsible for starting the activities of retail design services at Cheil Worldwide Brazil
  • Management and development projects of brand and product exposure at point of sale, events and exhibitions for Samsung Electronics and others clients
  • Shop Display Guidelines for Samsung Latin America from 2010 to 2012
  • Concept designs for Samsung Mobile brand shops at Brazil and Samsung brand shops at Latin America


2005 – 2010    LG Electronics Brazil. Project Manager, In-Store Communication

  • Management and development projects of brand and product exposure at point of sale, events and exhibitions, from strategic planning to the implementation
  • Support to trade marketing actions
  • Development of interactive projects, improving the consumer experience at point of sale
  • Coordinate a design team and budget management
  • Implementation of LG brand partner areas at point of sale at national territory
  • Deployment of Global TDR process at marketing department


2004 - 2005     TV1 Group. Architect & Designer

  • Developing scenographic projects for corporate events, stands and displays for trade fairs and exhibitions, from plan to detailing to monitoring of production


1999 - 2004     D_ Furniture Designer. Architect & Designer

  • Custom design furniture consultancy, for residential and commercial ambients
  • Developing projects and managing production


1997 – 1999    Reinach & Mendonça Architects. Architect

  • Coordinating residential and institutional architectural projects
  • Jd. Pignatari Residence, 2003 ASBEA Award
  • Vila Madalena Office Building, 2003 ASBEA Award


1995 – 1997    Amado & Marcondes Architects. Architect

  • Coordinating residential and institutional architectural projects


1994 – 1995    Arquitetura da Luz / Nucleon 8. Architect & Designer

  • Coordinating lighting design projects 
  • Product design and developing - lighting and fixtures


BA in Architecture and Urban Studies at University of São Paulo | FAU USP

Extension in Branding, Consumer Behaviour and Marketing Tools and Market Trends at Advertising and Marketing College | ESPM

Extension in Entrepreneurship at Agency of Support to the Entrepreneur and Small Entrepreneur | SEBRAE