AERA Narrative
Applied Aesthetic & Sensory
AERA is focused on experience
across space, sequence, material, atmosphere, and narrative
and how these elements shape perception, behavior, and decision-making of guests and consumers.
AERA works with founders and operators at moments of repositioning, expansion, or internal misalignment.
Through focused diagnostics, I identify where vision, space and experience are not aligned or where this creates friction, inefficiency or loss of value.
A limited number of founder diagnostics are available.
As a diagnostic intervention for well-resourced environments and organizations, AERA Narrative looks at those that are aesthetically and structurally incoherent.
Many projects accumulate layers - design gestures, brand narratives, operational decisions - without a continuous thread connecting them.
I come in at moments where renovation, repositioning or expansion create contradictions between vision and execution, helping identify and resolve those contradictions before they become expensive.
From Founder To Space
Coherence cannot exist in a project if it does not exist at the level of leadership, in fact it will travel down through the project into any touchpoint.
That’s why I usually work directly with the founder or leadership to clarify intent, surface internal contradictions, and align decision-making with long-term value.
This is not coaching, but structural alignment between vision, execution and outcome.
Applied Work
MFA Communication Design
2005 -
Spatial & Narrative Rosewood Schloss Fuschl, Austria · Hotel Ritz Paris · Perianth Hotel, Athens · Hotel Gilbert, Vienna · Lech Zürs, Austria · Adama Matala, Crete · Hidden Gem, Crete · Swarovski Kristallwelten
Curatorial Direction & Visual Interventions TEDxInnsbruck "Why Beauty Matters" · THINK BIG Platform Bergisel Ski Jump | Zaha Hadid with Red Bull and Rolf Benz Freistil
Global Brand Strategy Swarovski Fine Interiors & Swarovski Created Diamonds projects included Winkreative · Villa Eugénie
Visual & Art Direction Twelve years directing global visual strategy and high-value image production across London, New York, and Cape Town.
The NALLIK Inquiry (2011–2019) Materiality and international curation via Le Monde Nallik, Berlin. Net-A-Porter · Catbird NYC · Anthropologie · CLIC Gallery St. Barth · Four Seasons Spa HK · Steven Alan NY
Selected Press & Distinction Financial Times HTSI · Vogue · Harper’s Bazaar · ELLE · FAZ Quarterly · Town & Country · WHO’S NEXT Award, Paris
START HERE
Founder Diagnostic A focused diagnostic session for founders, developers and hospitality operators
We identify where your project, space or organisation is structurally misaligned across vision, positioning and guest experience.
This is not a general advisory call, but a targeted intervention to surface contradictions, blind spots and decision bottlenecks.
Founder Diagnostic (90 min) For complex projects requiring clarity across multiple layers including spatial logic, brand positioning, operational structure and founder intent.
Fee: €450
If deeper structural work is required, this diagnostic can be extended into on-site engagement or a full Annual Compass.
On-Site Diagnostics for Places & Organisations
For projects requiring on-site analysis, this work extends the initial diagnostic into a spatial and operational context.
Commissioned for moments of repositioning, launch, or internal misalignment particularly where multiple layers (space, brand, operations) have developed without a unifying logic.
This includes:
– spatial and experiential analysis
– identification of structural contradictions
– alignment between founder vision and execution
– immediate strategic direction for next-stage decisions
Commissioned on a limited, project-specific basis.
If deeper work is required, this diagnostic may extend into on-site engagement or a full Annual Compass.
start the conversation here
The Annual Compass From Space to Founder
The Annual Compass is a founder-level decision system for complex hospitality and cultural projects.
It provides structural clarity across positioning, decision-making and institutional architecture — coherent with both the project and the personality of the founder or owner.
Not brand strategy or coaching, but a complete internal system for how decisions are made, evaluated and sustained over time.
The Compass addresses:
→ Strategic positioning and authority-building
→ Decision filters for partnerships and opportunities
→ Operational non-negotiables (3-5 year horizon)
→ Brand architecture and visibility strategy
→ Quarterly action planning and review cycles
Process:
→ Initial interview (2–3 hours, in person)
→ Walk through of property
→ Strategic synthesis (1–2 weeks)
→ Complete framework (20–30 pages)
→ Implementation review
The initial interview takes place in person at your location - ideally over a weekend or off-day to ensure depth without operational pressure.
Travel and accommodation are included within Europe; intercontinental travel is quoted separately. Limited availability.
