My Approach

I work at the intersection of architecture, visitor experience and story telling to build memorable and impactful world-class destinations. 

People I undertake audience analysis to develop insight led solutions that meet the needs of visitors and lead to desired outcomes. This entails in depth research as well as participatory design processes and audience consultation.

Place I understand the complexity, sensitivity and technical robustness required in the creation of architecture and placemaking. I am able to design beautiful spaces and places that celebrate stories and respond to strict technical and heritage parameters at the same time. 

Stories Whether it’s a heritage asset, important collection or brand the story at the heart of the project comes first. I bring stories  to life in built and digital form, unleashing their power to impact people's lives, build brand advocacy and transform consumer perception.


My Experience

  • Executive Creative Director in museums, visitor attractions, entertainment and culture projects.

  • Client side lead of large scale multi-disciplinary internal and external consultant teams from technical to creative through all RIBA work stages.

  • British national, fully qualified Architect with 25+ years experience. 

  • World class track record with Imagination, Arup Associates, Foster + Partners and BDP.

  • Past clients include The Ministry of Culture, Ithra, Qatar Museums, The BBC, The National Trust and The Natural History Museum, London.

  • Corporate clients include Google, Shell, IBM, 3M, Canon and Samsung.

  • Based in Riyadh and recently contracted to PIF start-up The Edutainment Company as Senior Creative Director.

  • RFP management and brief development, on-boarding, design management, design excellence reviews, quality assurance and COC procedures.

  • Very familiar with PIF procurement, recruitment and funding procedures.

My Expertise

  • Creative strategy and content interpretation

  • Stakeholder consultation

  • Feasibility studies

  • Museum and attraction estate site master planning

  • Concept development 

  • Exhibition design and visualisation

  • Interior design

  • Brand experience

  • Retail and hospitality design, F&B concepts

  • Graphic design and wayfinding

  • Digital design and interaction 

  • Detailed technical design and BIM

  • Design services procurement and management

  • RIBA Work Stages process management