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 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