With a background in theatre design and more than 20 years pushing the boundaries of design within a retail environment, I have developed an innate sense of what works and what doesn’t, how to bring concepts to life, and how far an idea can be pushed before it loses meaning and impact.

I work in a kind of liminal space where the creative world intersects with the business world. I know that for the strongest concepts to hit home, commercial considerations, market context and strategic planning cannot be afterthoughts.