I design rooms for audiences and organizations. The method is the same.

I’ve spent ten years building things that hold people's attention. From performances, ensembles, companies, and technologies. The constant across all of them is designing how people move through a space, an idea, a transformation. Journey architecture.

Principles

  • Every project begins with the environment it will inhabit. When I produced ECLIPSE in London, the first question was "what does a person feel when they walk into a 1,000-square-metre space?" A choral work in a planetarium and an AI strategy for a company start with the same question: what does this room need?

  • A performance that doesn't have a system around it is just an event. A system without a soul is just operations. The art is both at once.

  • In our performances, generative electronics respond to the choir's breath and the audience doesn't know the technology is there, they just feel the room shifting. The same principle applies everywhere: AI systems that augment decision-making without announcing themselves. The technology disappears. What it makes possible stays.

  • Two thousand people sit in a darkened planetarium. The first voice enters from behind them. That moment, from the shift in attention to the held breath, is designed. Whether it's an audience or a team encountering a new way of working, the emotional architecture matters as much as the functional one.

The Approach in Practice

These principles are how I've built every room and every company I've touched.

Non-Profit Arts

Verdigris Ensemble

Built an award-winning ensemble from zero: not just the artistic vision, but the revenue model, the audience experience, the organizational architecture. Ten years of sustained operation as a model for what an experiential arts institution can be.

Venture Studio

Metaversal

Applied experience design thinking to venture strategy, helping scale a cultural technology company to $50M with investors including Franklin Templeton. The same design principles that build audiences build markets.

Immersive Experiences At Scale

ECLIPSE by NONOTAK

Produced a 1,000-square-metre immersive installation in London through Lumen Studios. Coordinating artists, technology, venue, and audience experience at scale. The system and the art as a single design problem.