UNFRAMED is my creative philosophy and innovation studio.
It explores how brands translate into space when narrative, culture, and form lead — not templates.
A future-facing approach to physical experience, built for speed, clarity, and scale.
Designing what comes next
Open Studies.
Rapid explorations.
Signals, not finished projects — testing form, materiality, and storytelling in response to culture.
Each study moves from prompt → spatial proposition.
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OPEN STUDY 1 — The Living Façade
A dimensional façade designed as a programmable storytelling surface — where the building becomes media. This study explores how “outside-in” narrative can drive anticipation, participation, and cultural visibility before the visitor even enters.
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OPEN STUDY 02 — Capsule Worlds
Experiential pop-ups that go beyond product into lifestyle. This study imagines portable mini brand worlds — retail-to-hospitality capsules where customers don’t just shop, they step inside the brand through ritual, service, and emotion.
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OPEN STUDY 3 — Invisible Architecture
A fragrance world built around the invisible — and the transformation behind it. This study explores alchemy as experience: the journey from flower to extraction to exhilaration, and how scent reshapes our inner state.
Through form, light, materiality, and atmosphere, it translates olfactive notes into space — designing an environment that triggers memory, emotion, and desire, without relying on product display or visual noise. -
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OPEN STUDY 4 — Icon as Architecture
An exploration of brand codes as design systems. Using Cartier’s panther as case study, this study looks at how one icon can become architecture — expanded into pattern, structure, movement, and monumental scale to create immediate recognition and emotional power.
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OPEN STUDY 5 — Cathedral of Light
Lighting as the primary architecture. This study imagines space carved by beams, reflections, voids and arches — a fashion environment where illumination becomes structure, creating silence, depth, and emotional contrast through refined minimalism.
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OPEN STUDY 6 — Floral Brutalism
Material tension as storytelling. This study explores the poetic contrast between soft and hard — flowers printed on cement, delicate texture against monumental geometry — to create a retail pavilion that feels contemplative, calm, and deeply human.
The Method
A repeatable framework for turning cultural signals into meaningful physical experiences.
Signal — cultural insight
Observing shifts in culture, behavior, and aesthetics — from macro movements to subtle emerging cues — to identify what feels relevant now, not what worked before.
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Story — narrative territory
Translating insight into a clear narrative direction. This is where emotion, meaning, and point of view are defined — the story the space will tell and the role the brand plays within it.
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Space — architecture & materiality
Giving the story physical form through architecture, light, scale, and material choices. Space becomes the medium — not a container, but an active part of the narrative.
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Prototype — rapid visualization
Using fast, AI-enabled visualization to explore, test, and refine ideas early. Prototypes accelerate alignment, reduce risk, and allow creativity to lead before decisions are locked.
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Let’s connect.
Collaboration & Advisory
UNFRAMED is available for select collaborations and advisory engagements.
