I design the thinking that makes cultural spaces work.
Not the architecture. Not the technology. The layer underneath both — the narrative logic, the visitor journey, the conceptual framework that determines whether an experience lands or falls flat.
For over a decade, I co-founded and led Pitch — a full-cycle museum design bureau later acquired by Sila Sveta. As CEO and Chief Creative Director, I built the practice from the ground up: defining its methodology, leading projects from competition through delivery, and assembling the teams behind them. 120+ projects. 40+ museums and cultural spaces. Europe, the Middle East, Asia. 11 awards. Every project — hands-on, not at a distance — from competition stage through to realisation.
Today I run an independent practice based in Spain, working directly with institutions, architects, and developers who need the narrative and concept layer of a project to be owned end-to-end.
I am most useful at the beginning — when the idea is still forming and direction is not yet fixed.
That’s where the key decisions are made. And where the outcome is defined.
15+
Years of experience
40+
Museums and exhibitions
120+
Cultural and experiential projects
11
International Awards
ADVISORY DAY
A focused second opinion on a specific problem. One day of work, written findings within 48 hours.
CONCEPT SPRINT
The narrative or experience framework your project needs before design begins. 3 days, full concept document delivered.
CREATIVE DIRECTION
End-to-end creative leadership for cultural projects — from concept through design supervision and delivery.
Learn how I think
Concept problems, narrative decisions, and what actually determines whether a cultural space lands. Written from 15 years of getting it wrong and right.
READ MY BLOG
¨A museum is a place where one should lose one's head¨
Renzo Piano
