Art, Design and the Cultural Landscape.

At Spinach Branding, I develop cultural positioning strategies for international brands including Campari, Maze Row, J Winery, Cowshed and Barking Riverside. I create manifestos, frameworks and strategic collaborations that connect brand heritage to contemporary cultural discourse, identifying where a company's authentic story intersects with wider conversations, then building the editorial platforms and partnerships that bring those connections to life.

I'm editorial director on Challengers, where I interview senior figures across branding, design and culture who have challenged their industries, exploring how creative leadership shapes sectors and movements.

As a regular contributor to Wallpaper* and a writer across leading cultural publications including Forbes, I explore the territories where art, design and contemporary culture meet through thoughtful storytelling and incisive interviews with established figures and emerging voices. My work celebrates craftsmanship, artistry and visionary thinking, revealing how creativity shapes the way we live and move.

My approach centres on creating space for others — exploring multiple perspectives with curiosity and fairness, and capturing the spirit of innovation across disciplines. Rather than foregrounding myself, I focus on the ideas and individuals whose work drives progress and change.

Alongside writing and consultancy, I serve on juries and selection panels for institutions working at the intersection of art, design and the built environment. Recent appointments include the Royal Fine Art Commission Trust’s Building Beauty Awards, recognising contributions to design quality in the UK, and the European Cultural Centre Italy’s Personal Structures exhibition, the institution's flagship contemporary art programme presented in Venice during the Biennale.

The work extends a long-standing involvement in design competitions and advisory roles, including past judging for Porsche and Lexus design awards and contributions to the Royal College of Art’s vehicle design postgraduate programme.

One of my latest projects is a beautifully illustrated book that explores champagne through art, literature, social ritual and lived moments. It is the story of the people and places where champagne matters, filtered through the lens of culture.

Taking a flâneur's approach, the book traces champagne's journey from its beginnings through the Parisian salons to the Riviera, and from luxury rail to transatlantic glamour, revealing how it became France's most dazzling cultural export, woven into the social fabric of London, New York and beyond.

Publication: Spring/Summer 2026 with European and US distribution.

I am currently working on my first semi-fictional book, a coming-of-age narrative told through food memory. Moving from pre-revolutionary Shiraz to a flight across the Kurdistan mountains, from wartime Tehran to pastel-coloured 1980s London, Cheddar and Marmalade traces a bicultural life through the meals that punctuate it.

Everyday objects — a single chicken, a jar of marmalade — become portals into memory, revealing the absurdities of belonging nowhere and everywhere at once. Written as a series of non-linear vignettes, the book resists solemn diasporic narratives, choosing instead humour, irony and the sharp-eyed perspective of a child navigating revolution and exile.

As editorial director of Voices at Maze Row, I shaped the publication's creative and editorial vision across print and digital platforms. Working with a global network of writers, photographers, filmmakers and culinary voices, I commissioned and edited stories that explored wine, food and culture, treating wine as a cultural artefact and social ritual rather than a purely technical subject.

Voices brought together perspectives rarely found in wine publishing — from sommeliers and cellar masters to artists, chefs and cultural critics — creating cross-disciplinary conversations about how we experience and understand wine. The publication earned recognition for expanding wine's cultural discourse beyond traditional industry boundaries.

My approach drew on curatorial studies at the Royal College of Art and formal WSET wine training, positioning Voices at the convergence of sensory experience and cultural interpretation.

The Life Negroni reflects a long-standing commitment to cultural storytelling. As co-editor and co-author, I helped bring the book to life by uncovering the history, cultural resonance and craft behind one of the world’s most enduring cocktails. Through first-hand research and carefully shaped narratives, the book traces the Negroni’s evolution, exploring the people, places and ideas that define its story within a broader historical and design context. The result is a work that connects cocktail culture with art, design and enduring style.

Author and critic, Stephen Bayley, wrote in The Spectator: "The Life Negroni is a gorgeous book offering voyeuristic insights into a way of life which may never have existed anywhere other than the imagination, but one that is no less intoxicating for that. ... I was reminded of Luc Sante’s epic No Smoking of 2004, a masterpiece of book design. It is an album, a love letter, a guide, a memoir and a rich source of graphic delight. Only hedonists would enjoy such a thing."

For over two decades, I've written about automotive culture for leading publications, exploring cars as cultural artefacts and material expressions of design, engineering and human ambition. As editor of Honda's Dream magazine, I reimagined the editorial strategy — increasing frequency from biannual to quarterly, expanding digitally and embedding the brand in wider design discourse. The work balanced commercial objectives with cultural credibility, positioning Honda within contemporary conversations about design, mobility and lifestyle rather than traditional automotive journalism.

I've advised on the Royal College of Art's vehicle design postgraduate programme and orchestrated partnerships with Porsche and Lexus, developing design competitions and serving as judge, connecting automotive brands to emerging design talent and bringing cultural perspective to discussions often dominated by technical discourse.