About me

I’m fascinated by how we assign value to things that exist only as experience, idea, or code.

Most of my work begins when organisations want to do more than just "add some AI" or "make it interactive"; when they want to understand what those technologies actually mean for their audience, their mission, their cultural impact. I've spent the last few years translating that understanding into award-winning experiences: luxury retail activations that redefine digital value, AI collaborations that preserve artistic integrity, projects that use technology to deepen rather than distract from human connection.

My approach combines cultural research with hands-on production experience, and my background in cultural economics taught me to ask the essential questions: What makes a digital experience feel genuinely valuable? How do you create cultural meaning through technology? Why do people connect with some interactive experiences and ignore others?

I'm drawn to projects that sit at the edge of what's culturally and technologically possible; new media installations, experimental brand strategies, programming that challenges how we think about art, value, and human connection. The kind of work where creative vision, cultural context, and technological possibility need to inform each other from day one.

Based in Amsterdam, working across Europe with organizations ready to explore what comes next, not just what works now.