ABOUT ME

A Hybrid Professional: Where Strategic Innovation Meets Spatial Reality

I am a Strategic Design Lead with a unique background that blends the precision of Industrial Design with the foresight of Innovation Design Management (MA, Berlin). My career has been defined by a single mission: to transform complex brand strategies into seamless, high-impact physical experiences.

With over 4 years of experience in the BTL and Brand Experience industry, I have transitioned from designing spaces to orchestrating entire ecosystems. My time in Europe sharpened my ability to apply Systems Thinking and Service Design to traditional production environments, allowing me to bridge the gap between 'high-level storytelling' and 'on-site operational reality'

My Philosophy

I believe that a great experience is one where the complexity of the execution is invisible to the user.

I don't just build stands; I engineer human journeys. My approach is rooted in Human-Centered Design, ensuring that every touchpoint, whether it’s a luxury pop-up for L'Oréal or a high-energy activation for Budweiser, is strategically aligned with the brand's business goals and emotionally resonant with the audience

Expertise & Toolkit

Strategic Leadership: Taking ownership of the project lifecycle, from pitch-winning concepts to technical supervision.
Experience Design: Mapping visitor flows and engagement strategies using Service Blueprints.
Spatial Innovation: Developing phygital (physical + digital) touchpoints that bridge brand DNA with user interaction.
Technical Excellence: Expert-level 3D conceptualization, vendor management, and on-site assembly direction.