About
Independent strategy and design practitioner, based in Shanghai. Twenty years of turning brand ambition into experiences that work, backed by results I can point to.
For two decades I've led brand experience, retail and product work for companies that can't afford to get change wrong: Nike, Sephora, Coca-Cola, Disney, vivo, Jaguar and Lincoln.
I've built and run creative teams in some of the toughest rooms in the business. Most recently as Senior Director of Retail Concept and Design at Nike Greater China, and before that at IDEO, Gensler, Imagination and Dalziel & Pow. At Nike I led a team to open the first standalone ACG store in the world.
My work sits in the gap between strategy and what actually gets built. I take vague, ambitious briefs and turn them into experiences that shift how people feel and how the business performs.
I don't bridge global creative standards and the reality of the Chinese market. I live in both, at once.
Strategy that ships
From a vague brief to a plan your team can actually build. I run the sessions that get leadership aligned quickly and turn circular debate into decisions.
Experiences that convert
Flagship stores, brand moments and product design that earn real engagement and revenue. They have won awards too, but that was never the point.
Both worlds, genuinely
Global creative standards and a real feel for the Chinese market, after fifteen years working here. I know this place as someone who builds in it, not someone who visits.
Standalone Nike ACG flagship, globally
Above sales target · Sephora
Of Operations · Disney
Journey retention · vivo Lab
Vehicle orders at launch · Lincoln
Leading brand experience & design
“He was so good that when Korn Ferry asked me for an expert on Design Thinking, I recommended him. I will not hesitate to recommend him to anyone.”
Vanessa Iloste, Founder of The HR Lab · former LVMH Asia-Pacific
- Creativity and Innovation 2026
- Red Dot Award 2021
- Good Design Japan 2021
- Effie Silver 2017
- IXDC Opening Keynote 2021
- Shanghai Best 100+ 2022
- Frame Grand Jury 2021
- Product of the year 2013
- Store design of the year 2009
- Industry advisory board, Xiamen University
- Curriculum assessment board, Kingston University
- External advisor, University for the Creative Arts
On the side I'm building Kintao, a design-led watch brand I started from nothing: the product, the identity, the story, the selling. It's my own test of how hard it really is to make something that lasts. I trained as an architect at UCA Farnham, have a d.MBA in design leadership, and I've written for Campaign and The Drum about China's experience economy. I've ridden bikes my whole life, and I keep a log of the rides.
Planning something ambitious?