I draw upon over 25 years of creative leadership, governance, and agility in destination master-planning, museum, exhibition and experience design, across governmental, sport, retail and hospitality sectors. 

My key area of specialism is the crafting of strategically-informed immersive spatial environments, and I'm regarded for spearheading high-profile projects of this nature for some of the most respected creative agencies across the GCC for the past 18 years.

In Dubai and Saudi Arabia, I have led multidisciplinary creative teams on landmark government projects such as The Mukaab, Qatar World Cup placemaking strategy, Fifa Countdown Clock, as well as contributions to giga-projects such as NEOM,  Qiddiya and Louvre Abu Dhabi. My experience also includes award winning collaborations with global brands such as Porsche, Ericsson, Ford, Puma, Google, Mastercard, and Sony Playstation.

I am passionate about integrating intelligent, relevant technologies that enhance user engagement and align with evolving lifestyle trends. My approach combines strategic vision with hands-on ideas led thinking, mentorship, fostering innovation and collaboration within creative teams and studios.