Art Director & Creative Project Lead . Creative Direction & Concept Development . Experiential Design . Environmental Design . Spatial Branding . Visual Identity Development . Physical Graphics . Printed Communication Materials . AI-Generated Motion Content . Digital Voting Experience . Visitor Experience Design . Event Production . Project Coordination . Timeline & Workflow Management . Technical Coordination . On-Site Implementation .
Art Director & Creative Project Lead . Creative Direction & Concept Development . Experiential Design . Environmental Design . Spatial Branding . Visual Identity Development . Physical Graphics . Printed Communication Materials . AI-Generated Motion Content . Digital Voting Experience . Visitor Experience Design . Event Production . Project Coordination . Timeline & Workflow Management . Technical Coordination . On-Site Implementation .
My Role
Art Director & Creative Project Lead
Art Director & Creative Project Lead
Creative Direction & Concept Development
Experiential Design
Environmental Design
Spatial Branding
Visual Identity Development
Physical Graphics
Printed Communication Materials
AI-Generated Motion Content
Digital Voting Experience
Visitor Experience Design
Event Production
Project Coordination
Timeline & Workflow Management
Technical Coordination
On-Site Implementation
Scope
Overview
For Dubai Design Week, we conceived and produced an interactive installation for iGuzzini exploring the relationship between light, creativity, and movement.
The experience brought a selection of original lighting sketches to life through AI-generated animation. Guests could explore the animated concepts, vote for their preferred design through a dedicated webpage, and view the results as part of the installation.
The project combined digital interaction, environmental design, physical graphics, and printed communication materials into one cohesive experience, offering visitors a contemporary way to discover and engage with iGuzzini’s design process.
Responsibilities
As Art Director and Creative Project Lead, I was responsible for leading the project from initial concept through production and on-site implementation.
I directed the visual storytelling and the transformation of iGuzzini’s original sketches into animated content, ensuring that the use of AI remained coherent with the brand’s identity and design heritage.
My responsibilities also included the environmental design and spatial branding of the installation, as well as the development of physical graphics, printed materials, and visitor-facing communication across the space.
For the interactive component, I directed the design of a dedicated voting webpage and the visual presentation used to display the results, connecting the digital interaction with the physical visitor journey.
Throughout the project, I coordinated the creative and production workflows, managed timelines and deliverables, and collaborated with the technical and production teams to ensure a consistent experience across every physical and digital touchpoint.
