I design experiences that make ideas felt rather than told.

Over the past 15 years, I’ve led experiential work for Paramount, Bulgari, Meta, and the UNHCR. Whether it’s a global brand activation or an independent project like Embrace or You Are What You Eat, my focus is the same: presence over spectacle, participation over observation.

My practice as an experience architect and artist is driven by the pursuit to manifest stories and ideas in the real world as participatory experiences.

I began in theatre, drawn to its physical presence but disenchanted by the fragile illusion of the stage. This led me to film, where I could build those worlds at scale, but found the audience remained passive. I turned to emerging technology because it offered the audience the agency of a protagonist, but it lacked the sensory connection of a shared, physical space.

Today, I synthesise these disciplines to create immersive, participatory experiences where the audience has agency within a living, responsive environment.

Play is my primary methodology. Immersion only truly clicks when self-consciousness drops. By designing for agency and exploration, I create the conditions where people stop observing and start inhabiting the experience. This sense of play leads to moments of joy, connection and personal accomplishment that transform fleeting interactions into lasting memories.

My work focuses on the “here and now.” It is rooted in physical environments where the mechanics remain silent and the participant stays grounded in the room. Whether the environment is entirely physical or extended by technology where the physical alone cannot go, my aim is the same: to make stories and ideas land in the body, not just the mind.

Alongside commissioned work, I develop independent art projects that explore themes of connection, learning and collective experience. These projects allow me to experiment deeply with emotion, participation and spatial logic, informing and strengthening my commercial practice.

My approach blends emotional logic with design rigour, using prototyping and iteration as creative tools. I see constraint as a catalyst for clarity, an opportunity to distil meaning and sharpen impact. This thinking led to the R.E.V.E.A.L. Pressure Simulator, a framework that uses constraint to test whether a concept delivers its core purpose.

Based in London. Available internationally. Open to collaborations across brand, entertainment, educational and cultural contexts. Please reach out to discuss how we might work together.