II bridge contemporary culture and commerce, imagining and shaping the moments where art, ideas and brands meet through genuine artistic collaborations and crafted experiences.

Growing up between England and Iran, between languages and worldviews, taught me that the most interesting moments happen at borders. Where disciplines meet, where traditions intersect, where the expected becomes revelatory. Where arts and ideas advance our understanding and progress. This has shaped my approach: finding the threads that connect seemingly disparate worlds, then weaving them into editorial narratives, cultural partnerships, and experiences that feel both surprising and inevitable.

For over two decades, I’ve applied this through writing, editorial direction and cultural strategy. Rolls-Royce, BMW, Campari and other respected global brands call on me for cultural interpretation that goes beyond journalism. My work takes me from the art world (Royal College of Art, Frieze, Venice Biennale, ECC's Personal Structures) to the studios of global marques.

As a regular contributor at Wallpaper* and Forbes, I write about culture in its broadest sense. Wine and spirits have become a particular focus — I write about them as living culture rather than technical subjects, from my editorial direction of Voices, where I brought together perspectives from Jancis Robinson, Jay McInerney, Jordan Mackay and Refik Anadol, to The Life Champagne, which explores champagne through contemporary art, hospitality and lifestyle, past and present.

Beyond writing about culture, I help brands become active participants in it. I co-authored The Life Negroni, connecting the cocktail to Italian Futurism, Memphis design and the rituals of living well. This led to La Vita Campari for Campari, a cultural manifesto rooted in their artistic legacy, sprezzatura and Milanese heritage, and most recently three brand books for J Winery & Vineyards, positioning one of California's prestige producers within wine culture and lifestyle.

I design collaborations between brands, artists and institutions – experiences that honour both heritage and contemporary discourse – and advise brands on entering cultural spaces like art fairs, biennales and design festivals as contributors, not spectators. At Honda’s Dream, I reimagined the editorial strategy while embedding the brand in wider design discourse. Through my consultancy work with Spinach Branding, I help companies navigate emerging trends and shape cultural strategies that matter — writing trends reports and thought-leadership for clients such as The Future Laboratory and Polestar, and serving on juries including the Royal Fine Art Commission Trust’s Building Beauty Awards.

My approach is grounded in formal training – BA honours in design history, journalism diploma through London School of Journalism, curatorial practice at the Royal College of Art, wine expertise through WSET – and continued creative practice. I paint and exhibit mixed-media works exploring texture, abstraction and memory. This visual thinking shapes how I approach brand-culture work: layering meaning, finding unexpected connections, creating experiences that resonate beyond the transactional.

I believe this bicultural, cross-disciplinary perspective gives me an ear for what reads as authentic in different contexts — from Persian hospitality to Italian elegance, from British institutional culture to American luxury.

At the heart of everything is genuine curiosity and a belief in culture’s power to inspire, inform and spark new ideas. I take on work where cultural depth matters and intelligence is valued over speed — with companies and institutions that don’t sponsor art, but enable it.

Whether advising a brand, contributing to a publication or curating a bespoke project, I aim to bring creativity, insight and clarity to every endeavour. And, hopefully, make the experience a joyful one for everyone involved.

As Louise Bourgeois so wisely put it: Art is the guarantee of sanity.

Thank you for visiting.

Nargess