I trained as an interior designer, and working across different projects, it didn't take long to notice something: the best materials and the most beautiful lighting can still be undone by one badly designed moment of service. A room can be flawless and the experience can still fail, over how someone is met, guided, spoken to, what the staff are wearing, what the space smells like. That opened me to look beyond the physical and into service experience strategy, where I now work at the intersection of space, brand and service. My foundation in spatial understanding, paired with an instinct for what people need, gives me the flexibility to look at a project from several angles at once.
I believe the power in a project is never in one layer alone. It is in the dialogue between them, the moment when a building's spatial logic, a brand's identity, the flow of a service and the behaviour of the people inside it all align into one system. I look at these layers together, and build the frameworks that hold them in alignment.
In practice, that means guiding a project from research and insight through to concept and delivery, working with architects, operators and brand teams so that every touchpoint stays intentional. Over the past years I have moved between spatial design, spatial branding, wayfinding and experience masterplanning across projects in the Middle East, alongside smaller, more crafted work in hospitality and lifestyle across Europe and Mexico.
I was studying interior and spatial design at Politecnico di Milano & Silesian University of Technology, with one year studying in Lyon, and built my early experience across studios in Paris, Milan and London. Traveling and observing people and rituals give me new perspectives and learning. I am also drawn to scent, and have been exploring it further, including a Fragrance Evaluation workshop at the Grasse Institute of Perfumery.
I am currently based in Dubai, and work globally.