Experience Architecture
New IP
I create formats that did not exist before, turning a constraint or a shift in the landscape into a concept an organization can own.
Define
What does this moment need that doesn’t exist yet?
I read the moment: what has changed, what the audience now needs, and what no existing format delivers. I develop the concept, its narrative, and its identity.
Architect
A format built to repeat.
I design the format so it can repeat: the participant model, the partner model, the content structure, and the cadence that makes it an edition rather than a one-off.
Build
The first edition, and the handoff.
I lead the first edition and the handoff into an ongoing program.
WHY IT COMPOUNDS
A format built to repeat accrues audience, partners, and credibility with every edition, and becomes intellectual property the organization owns.
WHERE THIS APPLIES
Launch concepts, signature programs, media properties, and new formats for organizations facing a changed environment.
ON RECORD
The Iconic Home
Conceived during the pandemic as the first fully virtual showhouse, it became a three-edition platform and an Abrams book.