For ten years I built spaces for theatre, film, and brand campaigns, for clients like Netflix, BMW/MINI, Amazon Prime, and Coca-Cola. That work taught me how people actually perceive their physical reality: what they see, what they miss, what makes them stay. Moving into UX was the natural next step. My focus is the experience and what it leaves the user with: whether they found their way, a social experience that brings them joy, and wanted to come back. I work best where the screen and the space have to make sense together.