Design at its best combines intuition and intelligence. Connecting people, product, brand, technology, culture and business.

My approach. As an interior architect by training I love spaces, they are like platforms that can stage all events of life and enable human interaction. 

My background taught me how to design to engage all the senses, by understanding how space, proportion, objects, light, shadow, colour, material, sound and smell creates the experience.  I have a passion for all things design and I believe in crafting beauty - people like pretty things. 

But I also believe that design can contribute beyond appearance -by connecting people, product, brand, technology, culture and business -addressing changing needs to deliver innovation and business success.  I truly enjoy being tasked with that role. 

  • Creative Director Sandenburg DST

    2022 - current

    Sandenburg - DST develops and designs engaging consumer concepts in the field of Brand Experience, Foodservice, Leisure and Retail. In my role I am directing the creative agency strategy, leading the creative team and managing client relationships on concept development projects for key clients such as ASML, HEMA, FastNed, Zijerveld Cheese (Friesland Campina) and Rijk Zwaan.

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  • Creative Director Carve

    2021 -2022

    Carve designs objects, installations and spatial interventions in public space that promote and stimulate active and playful use. In my role I creatively led and managed this design and engineering agency specialized in playable (public) space. Managing new business, PR strategy and acting as design lead on several international (i.a. Belgium, United Kingdom, Thailand) project accounts.

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  • Head of Concept Design Starbucks EMEA

    2011 - 2019

    As part of the EMEA Design Leadership team, I partnered with in -and external stakeholders, identifying challenges and opportunities, using my retail design and management skills to deliver up to 200 beautiful and successful store openings annually. I quickly identified the need to streamline the retail innovation process, established the Concept Design team to address changing consumer and business needs.

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  • Interior Architect

    1996 - 2011

    Previously I held roles at leading design agencies - working as senior interior architect on a wide variety of projects for clients like: Shell, Reed Elsevier, MTV Networks (Viacom CBS), Kadaster, de Bijenkorf, Museum of Modern Art NY, Universal Studio’s LA and various hospital and healthcare organizations. In these roles I sharpened my creative, presentation, collaboration and project and people management skills.

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  • Personal Photography

    Trough my lens

    A selection of my personal photography of people, places, colour, coincidence.

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What I do. I combine my creative background with my analytic leadership-skills; integrating detailed customer, brand, product, operational, cultural, technological & market considerations to address changing needs and add value.

I strive for beauty, clarity and design solutions that contribute beyond appearance.

  • Directing and briefing designers, agencies and co-creators in the fields of:

    Interior design and architectural design | Brand design | 3d visual identity & story telling | Graphic design | Furniture, fixture and equipment design

  • Held roles in Management and Design Leadership Teams | Managed teams of 15 designers | 5+ direct reports, including: Design managers, Senior spatial designers, Senior Experience designers, Brand Designers & Graphic designers | Developed annual operating plans and managed budgets: R&D, travel and outsourcing up to € 2.500.000,- | Directly influenced creativity and ways of working for a team of 50+ designers. | Managed internal and external stakeholder relationships and client relationships.

  • Competent and confident in leading cross functional collaborations -Bridging gaps between siloed disciplines. Gaining a holistic understanding of the problem that design is being asked to solve

    Experienced in co-creating and collaborating with: C-Level / Senior Leadership | Marketing and Category | Brand Communications (PR/PA) | Business Development | Supply chain and sourcing | Real Estate & Construction

  • I am skilled in handling complex projects, simultaneously managing sizable multi-disciplinary teams, high quality design operations, and important client relationships:

    Delivered projects from 5 m² - 100.000 m² | Budgets up to € 15.000.000,- | Fees up to € 1.000.000,- | Experienced in managing complex client and stakeholder relationships.