Place-Centered Methodology
User Experience Analysis
Deep understanding of place history, culture, environmental context, and the unique characteristics that define each location
Sense of Place
Crafting authentic stories that connect people emotionally to place, weaving together heritage and future aspirations
Experiential Design
Creating immersive experiences that reveal and celebrate place identity through strategic touchpoints and interactions
Featured Place Projects
CIRCULAR QUAY VISITOR & CUSTOMER EXPERIENCE
Nestled at the heart of Sydney's iconic waterfront, Circular Quay stands as a symbol of both tradition and transformation. Charged with the mission to reimagine this cultural hub for visitors & customers, I led a co-design journey to forge a vibrant, unforgettable destination based on community aspirations — that pays homage to its heritage while embracing the future.
BALLARAT CBD VISITOR STRATEGY
Nestled within the heart of Ballarat's CBD lies Lydiard Street—a thoroughfare steeped in history and architectural splendor. Yet, beneath its Victorian facades, there lies a yearning for something more — a signature arrival experience that encapsulates the very essence of this vibrant city.
BRIDGE MALL CO-DESIGN
The street that the Ballarat community helped shape — Bridge Street — a thoroughfare steeped in history and ripe with untapped potential. Tasked with revitalising this iconic corridor, the Bridge Street project embarked on a journey of collaboration, creativity, and community engagement.
CAMPBELLTOWN CBD EXPERIENCE STRATEGY
In the tapestry of Australian suburbs, there are few as rich in history and spirit as Campbelltown. From its humble beginnings as a settlement to its current status as the beating heart of the Macarthur Region, every cobblestone of this vibrant city tells a story—a tale of self-determination, opportunity, and the enduring power of community.
COLLINGWOOD COLLECTIVE PLACE POSITIONING
With a visionary developer at its helm and a prime location that commands attention, the Collingwood Collective site stands poised to redefine the very essence of modern living. But as the world grapples with the aftermath of COVID-19, new challenges and opportunities emerge, demanding a fresh approach to community building—one that is not only commercially astute but socially beneficial as well.
THE ST. REGIS JAKARTA POSITIONING & EXPERIENCE DESIGN
In the heart of Jakarta, where the pulse of the city meets the rhythm of tradition, stands The St. Regis — a beacon of luxury, elegance and unparalleled hospitality. With a legacy steeped in excellence and a commitment to embracing Indonesia's rich cultural tapestry, The St. Regis Jakarta looked to be positioned as more than just a hotel.
RITZ CARLTON FUKUOKA POSITIONING & EXPERIENCE DESIGN
Working with ownership, APAC brand and the local property team – we immersed ourselves in the cities unique culture, craft, cuisine and natural surroundings to deliver a positioning idea that defined and translated the hotel and destination experience with the expectations of guests and the global positioning and key experience design for the Ritz Carlton Fukuoka.
MELBOURNE AIRPORT CUSTOMER JOURNEY MAPPING
Through qualitative analysis, including interviews and trend research, we prioritised personalisation, ensuring every interaction resonates. The user journey map and experience masterplan guides design decisions for both internal staff decisions and external design consultants, from new terminals to staff training, enhancing experiences for all of Melbourne Airport's travellers.
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Let's work together to develop a sense of place strategy that creates meaningful connections between people and environment.