With over 10 years of experience in the field of design, I have been able to expand my practice from visual and digital design, to spatial design, currently working in designing narrative and immersive visitor experiences, after having graduated with distinction from MA Narrative Environments at Central Saint Martins. My work ranges from design fictions and future-scoping, to urban and community-based narrative experiences, UX/UI, brand experience design, retail design, and critical cultural experiences.
Projects
- Wojooh - FacesRole: UX Designer for the Magic Mirror and Test Bar installations. Arabic copywriter for all installations. To revamp their latest flagships in Dubai’s Mall of the Emirates, renowned beauty retailer Faces enlisted our team at Holition to create a next generation space that helps every customer find what they’re looking for. Working with natural consumer choreography in a retail context, we created both a hotspot for beauty fanatics and a safe space for guidance-seeking shoppers in search of gif
- Covergirl Magic MirrorAs part of a team at Holition, I took on the role of UX designer, as well as developing the UI for a Magic Mirror experience in-store experience for Covergirl’s first brick and mortar location in Times Square. The client was seeking an innovative and engaging solution for customers to discover their latest products and looks. The end result was a Blended Reality Magic Mirror that enables virtual try-on and turns the customer discovery and shopping journey into a fun and shareable one. The expe
- Mixed Media Installation: FormlessAn installation exploring the form or formlessness of identity. The installation aimed to create a conversation about the definition of identity, away from any generically imposed terms that are usually used as tools to talk about it. What I wanted to do was to set up the installation in a progression of translucent panels, and have the space allow the viewers to interact with the three elements, character/context/environment, simultaneously and separately, while having their position influence
- Design Fiction: Second SkinA speculative scenario that places visitors in the year 2050, and examines the future of art, technology and beauty. In the near future, this piece foresees a world in which environmental and urban pollution, as well as global warming, have started to take a toll on the human body. Beauty brands are the new cartels, and with the support of governments, their aim is to protect citizens by providing them with disposable skin that acts as a shield against the harsh conditions of the environment. Be
- FORMLESS (BOOK)VISUAL NARRATIVE: FORMLESS The concept of identity being formed through experience is not unheard of, but when the word 'Arab' is brought into the picture, identity becomes a bit more complex, and loaded with social, religious and political connotations, to name a few, thus making representations of Arab identity one of the more difficult challenges for anyone who tries to tackle the subject. Edward Said spoke of representations of the 'Orient' saying that " The exteriority of the representatio
- Future Scoping: Stratford 2025 - Health, Wellbeing and the Future of Urban Mobility. Supervised by ARUP's foresight team in London, our team studied the site of the Queen Elizabeth Olympic Park in Stratford, London, and identified 5 trends that are likely to affect the development of the city within the next 10 years. THE TRENDS: Inequality: StratSmart’s status system has created a class divide in Stratford. The citizens of the city have chips embedded in their index fingers, that glow a certain colour indicative of their status in Stratford. Quantified Self: StratSmart’s po
+ View all
Work history
Experience Design LeadHolition
London, United KingdomFull Time
S
S
Narrative Experience DesignerSelf Employed
- London, United KingdomFull Time
A critical immersive and interactive experience that places visitors in the moment of the collapse of the West Pier, Brighton, and debates the themes and narrators that could shape the legacy of a decaying place.
• Research and Analysis of the site’s history, as well as stories of the
community surrounding it.
• Concept development and design of the narrative structure and spatial
planning of the experience.
• Created the visuals, script and designed the materiality and structure of the
space.
• Sourced a team of diverse collaborators.
+ Show more
Skills
- Events
- Print Design
- Illustrator
- Photoshop
- Branding Identity
- Branding Promotional Collateral
- Design Creative
- Design Environmental Design Exhibition Design Experiential
- UI Desgin
- Branding Visual Identity
- Design Artworking Processes
- Branding Corporate Identity Typography Logo Design
- Branding Packaging
- Narrative Design
- Narrative Environments
- Narrative
- Spatial Design
- Spacial Design
- Spacial Planning
- Spatial Graphics
- Analytical Writing
- Anecdotal Writing
- Brand Writing
- Brief Analysis
- Brief Development
- Brief Interrogation
- Brief Interpretation
- Brief Writing
- Brand Experience
- Brand Experiential
- Visitor Experience
- User Expereince
- Analytical Thinking
- Conceptual Thinking
- Journey Mapping
- Visual Communiation
Education
MA Narrative EnvironmentsUniversity of The Arts London (UAL)
- Granary Building, 1 Granary Square, Kings Cross, London N1C 4AA, UK
A
A
BFA Graphic DesignAmerican University of Beirut -AUB
- Beirut, Lebanon
Awards
DistinctionUniversity of The Arts London (UAL)
Graduated with a Distinction in MA Narrative Environments from Central Saint Martins.