Olivia Van Deusen: Big Ideas, Beautifully Built

Olivia Van Deusen
Senior Environmental Designer, ChangeUp, Cincinnati / Age: 33
Favorite Celebrity: Jennifer Lawrence

WHY OLIVIA?

Olivia brings bold imagination and disciplined execution to a range of retail projects. In her role at ChangeUp, she works closely with creative leadership to translate big-picture ideas into fully realized environments, guiding projects from early concept and mood boards through detailed design development and implementation.

Her portfolio spans an impressive variety of retail and hospitality brands, including Macy’s, American Girl and Nebraska Furniture Mart, as well as restaurant concepts for Din Tai Fung and Panda Express. She also contributed to the design of the first restaurant at Buffalo Trace Distillery, blending heritage storytelling with contemporary hospitality design. Across projects large and small – from a half-million-square-foot retail environment to compact in-line restaurant concepts – Olivia balances creativity, systems thinking and technical precision, according to her colleagues.

Olivia worked on the Panda Express redesign project for her firm. PHOTO: MARK STEELE PHOTOGRAPHY, COLUMBUS, OHIO

Beyond her project work, Olivia is equally committed to mentoring the next generation of designers. She plays an active role in the firm’s internship program and frequently returns to her alma mater, the College of Design, Architecture, Art and Planning (DAAP) at the University of Cincinnati, to participate in portfolio reviews, critiques and career fairs, helping students bridge the gap between academic exploration and professional practice.

What’s the biggest challenge you have faced professionally?

One of the biggest professional challenges I’ve faced is knowing when to lean into a trend and when to push back on it. Over the last decade, with the rise of social media, design has become more visible and accessible than ever. That’s exciting, but it also means trends move faster and a lot of design decisions can become reactionary. The challenge is filtering through that noise and using our expertise to think long-term. Something might look fresh and exciting right now, but the real question is: Will it still make sense for the brand a year, or even two years, from now? Building a store is a major investment. We’re constantly balancing creativity with budget and scalability, making sure what we design feels current and compelling, while also having the longevity to support a full store lifecycle. It’s about creating spaces that are both relevant today and resilient over time.

What would be your advice for another young designer or for your younger self?

I would tell a young designer (and my younger self), not to chase trends, but to build taste. Trends will come and go, especially in retail, but having a strong point of view and understanding why something works will always set you apart. I’d also say: Be curious and stay observant. Pay attention to how spaces make you feel, not just how they look. Study brands, walk through stores with intention, and ask questions. Ask questions! The best designers aren’t just creative, they’re thoughtful and strategic.

Who or what has been the greatest influence on you in your work?

Feelings will always have the greatest impact on my work. If I’m not feeling a certain way about a project as I’m working on it, I know something’s got to change. I have also been incredibly fortunate to have had a handful of incredible mentors throughout my career, and without them I would not be where I am today.

If I had a completely unlimited budget…

…I would go nuts with natural stones, wood and superb lighting.

My favorite thing to do when I leave the office is…

…pick up my two boys (ages 4 and 3) and have a car dance party on the way home.