AERA Narrative
Applied Strategic Logic
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.
As a diagnostic intervention for well-resourced environments and organizations AERA Narrative looks at those that are aesthetically and structurally incoherent, working mainly with founders and institutions to resolve structural misalignment in complex projects.
Many projects accumulate layers - design gestures, brand narratives, operational decisions - without a governing logic 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
Where necessary, I work directly with the founder or leadership team to clarify intent and eliminate internal contradictions.
A project cannot sustain coherence if its leadership is operating from confusion, pressure, or fragmentation.
However, this is a structural alignment between vision, execution, and long-term value, not coaching.
As Robert Bresson said:
“Make visible what, without you, might perhaps never have been seen.
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
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
Strategic Services
Diagnostics for Places & Organisations
Short-format strategic diagnostics for hotels, hospitality projects, and cultural organisations, focused on positioning, spatial intelligence, and decision bottlenecks.
Typically commissioned for moments of repositioning, launch, or internal misalignment.
Investment: Depending on scope
Available on a limited, project-by-project basis.
The Annual Compass From Space to Founder
A comprehensive strategic framework for founders, developers, and cultural operators requiring clarity across positioning, decision-making, and institutional architecture.
Unlike agency brand strategy, this framework gives you an internal decision-making system - coherent with your vision and your personality as founder or owner.
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
Not coaching or branding, but a complete diagnostic and strategic document tailored specifically to your organization and your personality as founder or owner - synthesized from deep interview, competitive analysis, and 20+ years working across spatial strategy, brand intelligence, and cultural systems.
Process: Initial interview (2-3 hours) → Strategic synthesis (1-2 weeks) → Complete framework delivered (20-30 pages) → Implementation review
Investment: €10,500
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.
Recent engagement: Strategic framework for a multi-property developer in Greece, addressing positioning, operational boundaries, partnership architecture, and brand visibility strategy.
