FRANCESCA KRANE
A LIFETIME OF GIVING STORIES FORM.
Story has always been the beginning.
THE FOUNDATION
Trained as a set designer at CalArts, Francesca learned to think beyond appearance—to shape story, sequence, atmosphere and the way people feel as they move through an experience.
Her career expanded from film and television into live events, experiential marketing, exhibits, conferences, hospitality and immersive retail — always exploring how story, place, participation and emotion can transform the way people experience a moment.
What should people feel — and what will they remember?
THE EXPERTISE
Francesca creates the idea that holds everything together.
She uncovers the central story, then gives it form through the guest journey, atmosphere, spatial experience and defining moments.
Her expertise lies in seeing the whole — creating one clear vision and guiding the many creative disciplines needed to bring it to life.
With decades of experience working alongside architects, fabricators, producers, builders and creative partners, she understands how an idea moves from concept through design development, fabrication and installation — while balancing ambition, feasibility and budget.
CELEBRATING THE LEGACY OF FRANCESCA KRANE
A legacy of
story-driven experiences.
Long before “experience design” became an established discipline, Francesca was creating physical worlds that brought together story, theater, environment and participation.
Her career has moved from set design and live entertainment to experiential marketing, exhibits, large-scale events and global retail — helping pioneer new ways of using lighting, video, performance, architecture and spatial storytelling to connect people with ideas.
Across culture, sport, fashion, hospitality and community, the question has remained the same: how can a place become something people feel, participate in and remember?
Nashville Social Club
A hospitality destination bringing Nashville’s music, gathering and generous spirit together in one layered social experience.
S-MART - Monterrey
An award — winning grocery concept celebrating Mexican art, food and community through a bold, culturally specific sense of place.
Athleta SoHo
A values-led flagship translating women’s strength, movement and belonging into an uplifting physical environment.
Nashville Social Club
An interactive journey inviting guests to discover, participate and create their own memories within the experience.
S-MART - Food Culture
Mexican food traditions elevated through color, craft, storytelling and a premium expression of everyday community life.
Nike Cortez turns 40
Forty years of product history transformed into a physical celebration of memory, cultural relevance and enduring design.
adidas Sportswear
A fashion-led retail concept using installation, color and product storytelling to give a new collection its own distinctive world.
adidas retail experiences
Global brand concepts shaped by local consumer insight, community culture and meaningful opportunities to participate.
Mercedes-Benz Stadium
An immersive stadium journey connecting team, identity, product discovery, customization and digital storytelling.
adidas Footwear Supply
A flexible sneaker destination transforming product discovery into an immersive story for collectors and curious consumers.
Duke University
University pride given dimensional form — connecting students, alumni, sport and place through a bold shared identity.
Dick’s Sporting Goods
A flexible department designed to bring evolving brands, campaigns, athletes’ stories and product launches to life in the marketplace.
SELECTED CLIENTS, PARTNERS + COLLABORATIONS
Nike . Adidas . Athleta . MTV . VH1 . CBS . ABC . Apple . Sun Microsystems . NFL . Macy’s . Foot Locker . Modell’s Sporting Goods .
Dick’s Sporting Goods . Duke University . University of Texas . Mercedes-Benz Stadium . Atlanta Falcons . Atlanta United . Nashville Social Club . S-Mart . Harrah’s . Whole Foods . Safeway . Albertsons . Boston Market . various events . exhibits . public and nonprofit initiatives.
THE WHY
From telling brand stories to creating experiences around the stories that matter most. to helping people tell theirs.
For decades, Francesca shaped experiences for some of the world’s most recognized brands. Yet the part of the work that always mattered most was human — discovering what people care about, creating connection and giving meaning physical form.
When she created her daughter’s wedding, that work became deeply personal. She saw how story, atmosphere and thoughtful detail could bring people closer — and turn one meaningful day into something a family would carry with them.
House of Celebration is the expression of everything Francesca has spent her career learning — now focused on the stories, people, communities and moments that matter most.