Two Appalachian State University interior design students, Gemma Cullen and Payton Dooley, have brought international recognition to their school by earning a coveted spot as Top 3 Finalists in the prestigious 29th Annual PAVE Global Student Design Competition sponsored by Ulta Beauty. Competing against teams from 28 countries and 107 institutions, the duo's innovative approach to reimagining the in-store experience for Gen Z consumers impressed judges and secured their place among the brightest young talents in design. Their achievement is not only a testament to their own creativity and resilience but also showcases the exceptional quality of Appalachian State's Applied Design program and its faculty.
Designing for Gen Z, By Gen Z
The competition challenged students to elevate Ulta Beauty's in-store environment to captivate and satisfy the expectations of Gen Z shoppers. Drawing from their own generational experiences and thorough research, Gemma and Payton conceptualized a space that seamlessly integrates technology with Ulta's brand identity. They overhauled traditional fixtures, infused vitality into the aesthetic, and designed tech-driven features to make the beauty shopping experience more interactive and engaging.
Their process involved extensive brainstorming within their studio class, where faculty advisor Devin Waddell encouraged open collaboration and honest feedback. "We focused on stepping into the shoes of our audience," Payton explained. "Understanding user experience was crucial, and being part of Gen Z gave us an edge. We wanted to create something bold but functional, reflecting the dynamic spirit of our generation." This concept demonstrates not just their innovation but their command of a critical design balance—blending creative possibilities with practical, real-world solutions.
Navigating Challenges with Resilience
What makes their achievement even more remarkable is the context in which their project was completed. Midway through their semester, Hurricane Helene unexpectedly disrupted their carefully planned schedule. With tight deadlines already looming, the storm threw off their timeline for revisions and iterations. What could have been a setback, however, became a turning point for the team.
"It was a blessing in disguise," Gemma shared. "We had to focus, adapt, and make every effort count. Devin was there every step of the way, guiding us and helping us stay on track despite the circumstances."
Their persistence paid off as they found creative ways to refine their work, leveraging resources like AI for fact-checking and rendering tools to polish their final submission. They even managed to balance their design responsibilities with community service efforts in the wake of the storm.
The Guiding Hand of a Faculty Mentor
Much of the credit for this extraordinary outcome goes to their faculty advisor, Devin Waddell, an Appalachian State alumnus who knows firsthand the level of dedication the program demands. Devin, who runs his studio class like a professional design studio, supported the students in refining their concepts while ensuring they maintained autonomy over their creative vision.
"Devin believed in our potential and treated us as independent designers, not just students," Gemma said. "He pushed us to ask the 'why' behind every decision and helped us grow not just as designers but as professionals."
For Devin, this success reflects the strength of Appalachian State's Applied Design program. "This was an incredibly gifted cohort, and I was confident someone would shine in such a big competition," he said.
A Global Platform for Aspiring Designers
The recognition Gemma and Payton have received carries significant weight. The PAVE Global Student Design Competition is internationally regarded, providing students with unparalleled exposure. Their project was vetted alongside over 200 entries, undergoing a rigorous review process by an esteemed panel of judges that included leaders from Ulta Beauty and other prominent brands.
The duo's achievement was celebrated during the PAVE Gala in New York City, where they shared the stage with retail design industry heavyweights. Their accomplishment not only validated their design thinking but also opened doors to mentorship and networking opportunities within a supportive professional community.
For Payton, the recognition has boosted her confidence in pursuing a design career. "This competition will help get our names out there—the experience is so rewarding, personally and professionally," she said.
Gemma echoed this sentiment, calling the honor "validating" and a clear sign that their ideas resonate within the industry.
A Beacon of Excellence at App State
This accomplishment serves as a testament to the exceptional education and opportunities provided by Appalachian State University's Applied Design program. It's a program that empowers students to compete—and win—on a global stage, blending academic rigor with real-world challenges.
Gemma and Payton's success underscores the university's commitment to cultivating design leaders who are innovative, adaptable, and ready to impact the industry. Their story is one of resilience under pressure, bold creativity, and the power of mentorship.
For aspiring designers, Gemma and Payton offer this advice: "Don't limit yourself. No idea is too big. The possibilities are endless if you're willing to push the boundaries of what's possible."
As they look ahead to their future careers, the foundation laid at Appalachian State—and the doors opened by this remarkable achievement—are sure to propel them to even greater heights. Their victory is not just their own; it's a source of pride for their university, their community, and the next generation of designers following in their footsteps.
*Photos provided by PAVE Global
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About the Department of Applied Design
One of seven departments housed in the College of Fine and Applied Arts, the Department of Applied Design at Appalachian State University fosters excellence in design education, design research, and professional placement. The department balances theoretical and pragmatic approaches while exploring an awareness of impact through design decisions on the global community. Faculty focus on a holistic approach to creative problem-solving by integrating sustainability and ethical responsibility in teaching and practice. The department offers bachelor's degrees in apparel design and merchandising, industrial design, and interior design.
About the College of Fine and Applied Arts
Appalachian State University's College of Fine and Applied Arts is a dynamic and innovative group of seven academic departments, bringing together a variety of perspectives, experiences, and real-world education to provide unique opportunities for student success. The college has more than 3,500 undergraduate and graduate majors. Its departments are Applied Design, Art, Communication, Military Science and Leadership, Sustainable Development, Sustainable Technology and the Built Environment, and Theatre and Dance. Learn more at https://faa.appstate.edu.
About Appalachian State University
As the premier public undergraduate institution in the Southeast, Appalachian State University prepares students to lead purposeful lives as global citizens who understand and engage their responsibilities in creating a sustainable future for all. The Appalachian Experience promotes a spirit of inclusion that brings people together in inspiring ways to acquire and create knowledge, to grow holistically, to act with passion and determination, and to embrace diversity and difference. Located in the Blue Ridge Mountains, Appalachian is one of 17 campuses in the University of North Carolina System. Appalachian enrolls nearly 21,253 students, has a low student-to-faculty ratio, and offers more than 150 undergraduate and graduate majors.
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