How do you adapt through feedback without compromising your vision?
We believe a strong, unshakeable vision comes not from protecting ideas, but from involving the client deeply in the process. By truly understanding their business, data, spaces, and customers, we co-create a direction that feels both ambitious and undeniably right. Feedback is not a checkpoint; it's a continuous dialogue. We involve clients early by sharing raw ideas and work-in-progress thinking, which helps us align from the outset and collaboratively strengthen the vision.
What strengths does your team bring that others might not have?
What sets our team apart is the unique hybridity of its members — from psychologists and architects to data scientists, service designers, and business designers. This diversity enables us to connect human insight with data-driven thinking, creating solutions that are not only holistic and emotionally resonant, but also grounded in business relevance and measurable impact.
Which recent project helped your team work more closely together?
Mall of the Emirates 3.0 was a turning point for our team. It brought together strategy, design, spatial design, data, and technology to tackle a bold CX vision. The scale required constant alignment, shared key performance indicators, and real-time collaboration. It broke down silos, fostered shared ownership, and positioned experience design as a strategic driver, teaching us how to deliver real impact through collective intelligence.
