Selected Projects

A glimpse into my work.

A selection of projects demonstrating how I connect strategic foresight, cultural intelligence and exceptional access to uncover opportunities, inspire innovation and shape new brand experiences.

01. Understanding the World of Ultra-Luxury

Brand Strategy · Cultural Research · Bespoke Experiences

Working with a leading global mobility group exploring the creation of a new brand in the ultra-luxury segment, I developed an initial strategic and positioning study to identify potential territories, values and opportunities for the brand.

To deepen the understanding of this highly exclusive market, I conceived and organised two bespoke international research immersions, in New York and Paris. These offered privileged access to confidential environments, private clubs, exceptional retail experiences and the people shaping contemporary ultra-luxury.

Through private visits and conversations with designers, architects, brand leaders and métiers d'art specialists, the research explored the codes, expectations, craftsmanship and experiences defining this world.

The resulting intelligence is informing the creative and conceptual development of the new brand by the group's design leadership in the United States.

02. Europe in 2050

Strategic Foresight · Future Scenarios · Mobility Innovation

What might Europe look like in 2050, and what will this mean for the future of mobility?

An ongoing strategic foresight project for a leading automotive group's European design centre, exploring the societal, cultural, technological, environmental and economic forces that could shape the continent over the coming decades.

The work combines extensive research, presentations of alternative European futures, scenario development and collaborative workshops with cross-functional teams.

By examining emerging shifts, potential disruptions and changing human needs, the project identifies challenges and opportunities for future mobility, helping teams translate long-term perspectives into directions for new products and services.

The research and scenarios are providing an evolving strategic framework to inform the design centre's thinking and future innovation priorities.

03. From Commodity to Desirability

Brand Strategy · Product Innovation · Creative Collaborations

How can an established consumer electronics brand become more desirable, distinctive and culturally relevant?

I was commissioned to explore opportunities to elevate the brand beyond its functional product positioning, looking at the role of product innovation, artistic collaborations, limited editions and exclusive releases in building a stronger emotional connection with consumers.

I recommended Japan as a source of inspiration and a particularly relevant context for understanding how everyday objects can become desirable through intention, precision, material quality and attention to detail.

The research explored the intersection of product design, craftsmanship, culture and contemporary creativity, identifying opportunities to bring greater meaning, character and desirability to everyday technology.

04. The Art of Gifting

Cultural Research · Luxury · Product Experience

How can gifting become a more meaningful and memorable expression of luxury?

Working with an ultra-luxury cosmetics brand, I explored the cultural significance, rituals and aesthetics of gifting in Japan to identify inspiration for the evolution of its packaging and gifting experience.

The research examined Japanese traditions of presentation, the symbolism of wrapping, the relationship between object and gesture, and the attention given to materials, details and the act of giving.

By looking beyond conventional packaging references, the project uncovered cultural insights and design inspiration to help the brand rethink how its products are presented, offered and experienced.