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The most powerful spaces begin long before a single material is chosen. Creative Direction is the service for clients who need the identity of a project established before execution begins — the governing concept, the spatial narrative, the design principles that will inform every decision from structure to door handle. Drawing on experience leading creative strategy for projects at the scale of Changi Airport Terminal 5 and a 155,000 m² mixed-use district in Xi'an, Francesca works with developers, hospitality operators and architecture studios to define what a space should feel like, and why — before the work of making it begins.
The most powerful spaces begin long before a single material is chosen. Creative Direction is the service for clients who need the identity of a project established before execution begins — the governing concept, the spatial narrative, the design principles that will inform every decision from structure to door handle. Drawing on experience leading creative strategy for projects at the scale of Changi Airport Terminal 5 and a 155,000 m² mixed-use district in Xi'an, Francesca works with developers, hospitality operators and architecture studios to define what a space should feel like, and why — before the work of making it begins.