Art, Design and the Cultural Landscape.

At Spinach Branding, I develop cultural positioning strategies for international brands including Campari, Maze Row, J Winery & Vineyards, Cowshed and Barking Riverside. I create frameworks and strategic collaborations that connect brands to contemporary cultural discourse.

I am also editorial director of Challengers, a platform on which we 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 interviews with established figures and emerging voices.

My approach is about creating space for others to share their views. It is about 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.

I write about wine and spirits as cultural artefacts rather than technical subjects — a social ritual bound up with art, design and the way we live. I have authored a number of brand books for leading global wine companies, including J Winery & Vineyards. As editorial director of the wine publication Voices for Maze Row, I built a global network of sommeliers, cellar masters, artists, chefs and critics into cross-disciplinary conversations that pushed wine writing beyond the tasting note, an approach shaped by my curatorial studies at the Royal College of Art and formal WSET training.

That sensibility runs through my latest project, The Life Champagne, which approaches champagne through a cultural lens — art and literature, social ritual and lived moments.

I write trends reports and thought-leadership pieces for clients working at the forefront of culture, design and industry — among them The Future Laboratory and Polestar — translating emerging cultural and consumer shifts into strategic narrative.

Additionally, 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 in Venice.

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

I have long written about car design and car culture for publications including Wallpaper*, Forbes, Aston Martin Magazine, Design Week, Car, The Independent and Car Design News.

As editor of Dream magazine for Honda, 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.

One of my latest projects is a beautifully illustrated book that explores champagne through art, literature, social ritual and lived moments. Published in the autumn of 2026, 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.

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.

Writing in The Spectator, cultural critic, Stephen Bayley said, “It 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.”

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.