Hospitality & Guest Experience
Make the whole experience feel like it belongs together.
I shape hospitality concepts across brand, environment, service, programming and the guest journey, so guests feel one clear point of view from the moment they discover a place to the moment they leave.
When To Bring Me In
I work with founders, developers, operators and brand teams when the space is only one part of the challenge.
You're creating something new.
The concept is strong, but the brand, space, service and programming need to feel like one idea.The place looks good, but doesn't feel distinctive enough.
You need a clearer reason for someone to choose it, remember it and tell someone else about it.You're going through a rebrand or repositioning.
A new identity only matters if guests can feel the difference. I help translate the brand into the space, service, rituals, programming and touchpoints that bring it to life.You have great specialists, but no one owns the whole experience.
Architecture, interiors, operations, marketing and programming are moving forward—but they need one guest-centered creative vision connecting them.
The guest experience is built at every touchpoint.
They don't separate the marketing from the welcome, the room from the service, or dinner from the story surrounding it.
They notice it all.
My role is to connect those pieces: story, space, people, rituals and programming, into one experience with a clear point of view.
What I Lead
I can enter at concept, during a rebrand or repositioning, or pre-launch and lead the guest-facing creative direction across:
Concept + Positioning
What is this place? Who is it for? Why should someone choose it over everything else available to them?Brand + Story
Turning the concept into a voice, visual language and narrative guests encounter before, during and after their visit.Guest Journey
Designing how discovery, booking, arrival, service, participation, departure and return work together.
Environment + Spatial Moments
Working alongside architects and interior designers to identify the moments, transitions, details and discoveries that bring the experience to life.Service + Rituals
Creating gestures, behaviors and recurring moments that give the experience personality beyond standard hospitality.Culture + Programming
Using art, food, events, partnerships, community and programming to make the place feel alive and give people reasons to participate.
Restaurants · Hotels · Nightclubs · Cafés · Members' Clubs
The guest journey starts before arrival
One connected sequence, so each stage sets up the next.
Environment
Service
Sensory details
Discovery
03 - INHABIT
04 - PARTICPATE
Food
Rituals
Programming
Community
Departure
Objects
Stories
Shareable moments
05 - REMEMBER
06 - RETURN
Follow-up
Belonging
Loyalty
Anticipation
Welcome
Orientation
First impression
01 - DISCOVER
Positioning
Storytelling
Imagery
02 - ARRIVE
Selected Hospitality Work
Call Me Lola
Cultural Platform
I led the concept, brand, narrative, spatial experience, art curation, guest journey and programming for a three-story Art Deco gallery-home in Mexico City.
4 art shows yearly · 100+ artworks · 20+ Salons & gatherings · 300% increase in followers YoY
Luxury Hospitality
Rockwell Group + Champalimaud
I worked as a designer and project manager across luxury hotels and resorts worldwide, including Baha Mar, Waldorf Astoria Doha, The Beverly Hills Hotel and Ritz-Carlton Colombo.
9 Hotels & Resorts · 7 Countries · Design + Project Management
Culinary Art of Reality
Pop-up
I led the story, environment, service choreography, costumes, lighting, sound, branding, guest journey, talent and fabrication across three intimate dinners designed to unfold as participatory experiences.
3 invite-only dinners · tickets up to $800 · Sold Out
How I Work
01 — Understand the guest
Start with the audience, business, place, cultural context and what already exists.
02 — Define the promise
Clarify what the experience should stand for, how it should feel and why someone should care.
03 — Map the journey
Look across discovery, arrival, stay, service, participation, departure and return.
04 — Design the moments
Identify the moments with the greatest emotional impact and turn them into tangible creative direction.
05 — Align the disciplines
Give architects, designers, operators, marketers and partners one experience to work toward.
06 — Experience it in real life
Observe how people actually move through it, respond to it and remember it—then refine what isn't working.
Ways To Work Together
New Hospitality Concepts
Positioning, concept, guest journey and creative direction from the earliest decisions through launch.Best for: new hotels, restaurants, clubs, retreats, residences and destination concepts.Repositioning + Guest Experience
Give an existing property a sharper point of view, then rethink the moments that make that idea tangible to the guest.Best for: properties that are successful on paper but feel interchangeable, dated or disconnected.
Creative Direction Through Launch
Lead the guest-facing creative vision across internal teams, agencies, designers, operators and partners as the concept moves into execution.Best for: projects with capable specialists that need one senior creative owner connecting the work.
FAQ
What does a hospitality creative director do?
A hospitality creative director connects the concept, brand, environment, service, programming and guest journey so they feel like one experience. I set and protect the guest-facing creative vision across disciplines rather than replacing the specialists responsible for architecture, interiors or operations.What is guest experience design?
Guest experience design is the intentional design of what someone encounters and feels across the full hospitality journey—from discovery and booking through arrival, stay, service, programming, departure and return.How is this different from interior design?
Interior design focuses primarily on the physical environment. My role is broader: how the brand, space, service, people, rituals, programming and communications work together. I collaborate closely with architects and interior designers rather than replacing them.
Can you help with a rebrand or repositioning?
Yes. That can include clarifying the concept and positioning, identifying where the current guest experience is falling short, remapping the journey and directing how the new idea shows up across brand, service, environment and programming.
When should we bring you into a hospitality project?
Earlier is better when creating a new concept, because the guest experience can influence foundational decisions. I also join projects later when strong pieces need a clearer shared direction or when an existing property is being repositioned.What kinds of hospitality projects do you work on?
Hotels, restaurants, private clubs, retreats, villas, branded residences, cultural stays and destination properties—particularly projects where brand, culture, community or programming are central to the experience.Can you work with our existing architect, designer or operator?
Yes. Most hospitality projects involve architects, interior designers, operators, brand teams, chefs, artists, producers, agencies and outside partners. My job is to give those disciplines a clear guest-centered experience to build toward.
Do you take on ongoing creative leadership roles?
Yes. When the need extends beyond a defined hospitality project into ongoing leadership across brand, marketing and creative teams, that work falls under Fractional Creative Direction.