Shannon Maldonado

Shannon Maldonado is the founder and Creative Director of YOWIE. Founded in 2016, YOWIE has blossomed from a unique product selection and engaging campaigns into a powerful brand known for fostering community from near and far. It transcended being "just a shop" by building a vibrant hub through on-site programming and incubating emerging brands.

This vision culminated in August 2023 with the opening of YOWIE's highly anticipated flagship location, bringing Shannon’s unique POV to historic South Street in Philadelphia. Shannon leads the brand's Interior Design, Creative Direction, Product Design, Marketing, and Public Relations efforts. YOWIE now represents a larger concept: a boutique hotel, expanded retail space with an adjoining cafe. Past YOWIE collaborators include New Balance, LeSportsac, Nordstrom, CB2, The Philadelphia Museum of Art, ICA Philadelphia, Gantri, Ethel’s Club, and Blackstar Film Festival. 

Before founding YOWIE, Shannon spent over a decade working in apparel design for Ralph Lauren, American Eagle Outfitters, Urban Outfitters, and Tommy Hilfiger.

Helloyowie@gmail.com
@helloyowie

YOWIE

Founded in 2016, YOWIE began as a web shop of just twelve products. After a year of pop-ups around Philadelphia, it grew into a jewel-box store that quickly became known for its workshops, branded souvenirs, community events, and breaking of new and emerging design talent. With YOWIE’s expansion in 2023, it has further cemented itself as a design destination in Philadelphia and a space to expect the unexpected.

Creative & Art Direction 
Product Design
Marketing Strategy
Artist Communications
Event Production
Photoshoot Production
Community Outreach
Copywriting
Public Relations
2016 - Present

YOWIE x LeSportsac

For their 50th anniversary LeSportsac partnered with Shannon to design a nine piece collection of accessories briniging together her signature color palettes, and eye for trends and fun details. The collaboration was a dream for Shannon who has admired the brand for over 25 years. Shannon also led all marketing, seeding and launch efforts with the first delivery selling out in a few days. The collection was featured in the NYTimes and Nylon.

Product Design
Creative & Art Direction 
Marketing Strategy
Photoshoot Production
Community Outreach
Copywriting
Public Relations

Photos by Cody Cutter 2024

New Balance  x Hypebeast

Shannon partnered with New Balance and Hype Beast for Sounds of An Icon, part of a three-city activation celebrating the 990 Sneaker and its creative roots. Shannon hand-selected local partners for a day of workshops including a crochet 101 partnered with a teen-focused non-profit YEAH Philly, a drop-in zine collaging meet-up – which had over 60 guests crafting together and culminated in a live heat press event with Philadelphia-based All Caps Studio. The event showcased Philadelphia’s creative community and Shannon & YOWIE as connectors in their city. 

Event Concept 
Creative Direction
Community & Artist Outreach
Marketing  2024




YOWIE Hotel

“In what feels like a natural evolution, the designer opened a boutique hotel where nearly every item in the rooms is available to purchase. If walking through her shop is like getting a glimpse into Maldonado’s dynamic world, checking into the Yowie Hotel is getting to live inside it, even just for a night. The 11-room hotel is situated on the city’s historic South Street, anchored on the ground floor by the new Yowie shop and Wim, a bright, minimalist cafe. “ — Regan Stephens, Travel + Leisure, 100 Best New Hotels

Interior Design
Product Design
Creative & Art Direction 
Brand Partnerships
Artist Communications
Marketing Strategy
Event Production
Photoshoot Production
Public Relations
2023




Philadelphia Museum of Art

Led the creative direction for a capsule merchandise collection accompanying the Designs for Different Futures exhibition at the Philadelphia Museum of Art. This project involved collaborating closely with the museum's then-curator and their in-house design and marketing teams.

Art Direction
Pop-Up Installation
Marketing Strategy 2019


Nordstrom

YOWIE was invited to be a part of Pop-In for the Holiday 2022 Season and 2024 15 Percent Pledge Black History Month Activation. For both projects, Shannon curated a selection of YOWIE goods and created exclusive souvenirs for Nordstrom. The YOWIE mini-shops were featured in select Nordstrom shops nationally and in a national advertising campaign.

Event Concept
Community & Artist Outreach
Marketing Support2022, 2024




YOWIE for Gantri

In partnership with Gantri, Shannon put YOWIE’s signature spin on their first foray into lighting design. Together they launched the Tiny Table Light, a miniature fixture that packs a big punch of personality and style. With its petal-like legs and dome-shaped diffuser, Tiny evokes the charm of a friendly companion.

Product Design2021

Dye House

Shannon led all Creative and Interior Design for Dye House, an adaptive reuse project in Providence, Rhode Island reimagining a wool mill as a modern intimate boutique hotel. Dye House has the broad barn door of a New England farm and the light-flooded interior of a Parisian loft. The effect is warm and welcoming; the building itself invites you in. For the project Shannon was inspired to create a mix of modern streetwear meets New England B&B with unique palettes and objects. She also created the hotel’s self checkout giftshop connecting local artists to the space through collaborative products.

Interior Design
Creative Direction for Brand Identity
Object, Furniture + Artwork Sourcing
Artist Communications
Retail Consulting and Collaborations2021

Ethel’s Club

Founded by Naj Austin, Ethel’s Club was the first private social club for people of color inspired by her grandmother a community pillar. Shannon led interior design for the space creating a warm, apartment-like space inspired by Naj’s grandmother’s home. She also curated the first collection for Ethel’s Club’s gift shop and worked with their in-house designer to create custom merchandise for members.

Interior Design
Object + Artwork Sourcing
Artist Communications
Retail Consulting2019