Art-led, destination-based cultural strategy
Shaping experiences rooted in travel, craft, and context.
Philosophy
My practice focuses on shaping artist-led, research-driven cultural frameworks that allow artists to engage new publics with integrity — while enabling hospitality partners to support culture in meaningful and sustainable ways.
What I do
I partner with hotels, cultural institutions, brands, and artists to shape long-term cultural strategy — defining how art and creativity live within a place over time.
This work helps hospitality partners create distinctive guest experiences while supporting artists and local cultural ecosystems.
& how I work
My work is strategic and advisory, focused on setting clear cultural direction rather than short-term production.
Each collaboration begins with listening and observation, before moving into definition and development.
Context & Research
Understanding place, ambition, audiences, and existing cultural ecosystems.
Framework & Direction
Defining cultural principles, formats, and direction that guide future projects and partnerships.
Partners & Realisation
Identifying artists, institutions, and collaborators, and supporting delivery in collaboration with in-house teams or trusted producers.