I'm an independent experience and creative director based in Amsterdam. I work across CX, service design, and spatial design, creating innovative services.
Over the past 5+ years I've created retail experiences for Nike, Dior, Lululemon, Boucheron, citizenM, and Apple, plus large-scale work including the UAE Pavilion at World Expo 2020.
My focus is the strategic layer visually strong studios often skip: guest journey logic and narrative structure across physical spaces, thought through from the guest's point of view, start to finish. I work closely with creative technologists, product and interior designers to turn strategy into built experience.
Open to project-based collaborations, from concept development through delivery.
Leading experience direction for brand and hospitality clients including Nike, Dior, Lululemon, Boucheron, and citizenM. Projects span guest journey strategy, spatial storytelling, and physical-digital experience design.
Senior Experience Designer at Random Studio, working across guest journey design, spatial experience, and physical-digital projects for global brand clients.
Experience Designer at Tellart, developing physical-digital experiences and interactive installations for brand and museum clients.