JoAnn Tan

JOANN TAN

Innately crafty, passionately creative, and skilfully hands-on, JoAnn Tan is a unique artist who thrives on a 360-degree theory-to-practice approach, masterfully transforming ideas into works of art for everyone. Blurring the line between artist and artisan, Tan is a storyteller, with store windows serving as her stage where her unique installations come to life, stirring emotions and dreams as they showcase some of the most beautiful and desirable products.

A self-described curious and reserved person who prefers to work behind the scenes, Tan isn’t your typical over-the-top fashionista or socially driven artist. Her uniqueness lies instead in her manual abilities and artistic sensibilities, which are the building blocks of her impressive displays, always infused with a streak of playfulness.

With extensive experience under her belt, Tan established The JoAnn Tan Studio in 2010 and inaugurated her Atelier in 2025, located in a 19th-century villa in Milan. Over the years, she has built a diverse portfolio of clients balancing corporate projects with more creative endeavors. She has collaborated with some of the world’s leading names, including Hermès, Dior, Fendi, Loro Piana, Ferragamo and Pucci in fashion; Bolon, De Padova, Ginori1735 and Alessi in design; and La DoubleJ, Acqua di Parma, Santa Maria Novella, Valextra, Globe-Trotter and Smythson in the lifestyle arena.

Paper is her favorite material, which she transforms into three-dimensional objects with remarkable virtuosity and artistry. She is also particularly fond of woven and knitted textiles. “Playful and unique communication is mixed together with handcrafted design to create a seamless commercial and artistic vision for each brand and memorable visual experiences that make people smile,” says Tan.

Thanks to her ability to connect ideas, materials, techniques and projects, her creations often feature intricate structures that reflect craftsmanship as dazzling as the subject itself. Tan’s creative process never begins or ends with a single idea and is deeply influenced by the techniques and materials used, which significantly shape the final result. Her passion for detail and thoughtful selection of materials distinguish her work, which is why the design studio and workshop exist side by side.

Moreover, the temporary nature of window displays offers constant opportunities to experiment and maintain creativity from the initial concept to the final one-of-a-kind installation. Tan is also increasingly focused on sustainability, carefully considering the lifespan of every display or installation. She embraces a cradle-to-grave approach by using environmentally friendly materials, minimizing fossil fuel impact during transportation, and repurposing props and materials after installations are dismantled.

Born in Kuala Lumpur, Tan relocated to Chicago to attend the School of the Art Institute, graduating in 1994. During her studies she explored cartoon animation, media communication and eventually fashion. Inspired by Franco Moschino’s irreverent and humorous vision, she pursued an internship at Moschino despite the company’s strict no-internship policy.

The Nineties were an electrifying era for fashion, with new brands rapidly emerging and redefining creativity. “I knew Moschino was the fashion label for my aspiration, as it was known for its unique vision at the time,” recalls Tan. She joined the company only a few months before the legendary designer passed away, experiencing firsthand the strong emotional energy that surrounded the brand.

While working on the Cheap & Chic line, Tan noticed that Moschino’s iconic window displays — celebrated for glamour, excess and humor — were beginning to lose some of their impact. This became an opportunity for her to experiment creatively and refine her visual language. She started with smaller concepts, such as creating a map of Italy entirely made of shoes, before gradually moving toward increasingly bold and imaginative installations. She later went on to design the Moschino Hotel in Milan.

Tan worked at Moschino from 1994 to 2013 while simultaneously founding her own studio in 2010. Once independent, she developed a distinct artistic identity, building her own voice and brand recognition. These elements became her unique value and progressively attracted the attention of the world’s top luxury brands.

Her creative process generally begins with the client’s brief, followed by an in-depth study of the collection and its mood. She spends weeks carefully reviewing every element before beginning the creative development, assembling ideas like pieces of a puzzle. Typically, she presents three concepts: one closely aligned with the client’s vision, one that challenges expectations, and a third entirely unrestricted by limitations. The design phase can last from thirty to sixty days, followed by another sixty days dedicated to production.

Every project brings its own challenges and occasional failures. Among the most memorable were a major Christmas window plagued by mechanical problems and a vintage furniture project threatened by termite infestation. Yet despite the obstacles, Tan always manages to transform complexity into magic.

In the end, everything comes together in visually striking harmony because, as she says, “it must be a feast for the eye.”