Why?
I started in interior design, where I spent time understanding how design worked and how it affected the end user. That led me to immersive design, where I could push those boundaries further — seeing what happened when participants were given a space to discover for themselves.
Eventually, that curiosity followed me into research, where I spent several years exploring how objects, spaces and experiences gather meaning through the people who encounter them.
Along the way, I kept making, designing and suggesting, “What if…?”
It’s only looking backwards that I can see the connection.
I’ve never been particularly good at leaving things as I found them.
Because the most interesting stories are the ones we stumble upon, then retell a thousand times.
I’d love to say our philosophy was an intentionally curated idea. It wasn’t.
Turns out, I’ve been doing it subconsciously for years.
Looking back, there’s been a thread running through a seemingly unconnected collection of jobs, projects and questionable decisions. They always made complete sense to me. Apparently, from the outside, the connection was less obvious.
It started with fixing things.
I spent thirteen years as a mechanic, straight out of school, where understanding how things worked somehow also became: How can I make this experience better for the customer?
Then I went to university to study Art & Design. Which, on paper, looks like quite a career change.
Except I carried on doing much the same thing.