My Work

Across all projects, my focus remains constant: building coherence between symbolic and the structural.

Whether it’s diplomacy, identity or cultural transformation, I work to translate complexity into clarity, and strategy into human experience.

A living experience of Ocean Diplomacy

^{La Baleine – UN Ocean Conference 3, Nice
2025 | France
Type: Commissioned by the French Ministry of Europe and Foreign Affairs
– Developed by WMH Project}

Video produced by Win-Win agency for WMH project.
Creative Direction: Richard Arnaud – Scenography: Jean-Luc Deslots – Executive Production: Fanny Bertran de Balandas (WMH Project)

La Baleine transformed 15,000 m² space in Nice into an immersive ecosystem where science, art, and diplomacy converged.

For the first time in UN history, the conference opened to the public, creating an inclusive environment devoted to the ocean as a shared living system.

More than 100k visitors explored 15 thematic pavilions, 300+ live stages, workshops, and multimedia installations translating complex scientific issues into tangible, emotional experiences.

Originally conceived as a public engagement zone, La Baleine became the magnetic heart of the event, attracting delegations and media worldwide.

Within WMH Project’s mandate, I shaped the strategic, narrative, and organisational framework of La Baleine — from vision and content structure to programming, digital storytelling, and cross-team alignment — turning an unprecedented diplomatic event into a coherent cultural experience.

From Land To Horizon
Reimagining National Identity Through Experience

The 3D modelization was developed by João Da Silva, the graphic design by Alaa Tabba, and the run-through animation by Lexicon Lore

^{Manama Visitor Center}
^{2024 | Barhain
Type: Commissioned by the Barhain authority for Culture and Antiquities through Templix with Facts & Fiction as the lead agency
My Role: Concept, strategy, narrative & experience design
Status: Concept approved}

Designed as a living narrative of Bahrain, the Manama Visitor Center redefines how a nation tells its story.

Visitors journey through four chapters — Land, Sea, Culture, and Future — revealing how geography, heritage, and innovation shape the country’s identity.

Each space offers a distinct sensory and emotional experience, where light, material, and rhythm guide perception.

Rooted in Bahrain’s spirit of openness, the project embodies my approach to cultural design: turning knowledge into experience, and identity into dialogue.

^{Parlamentarium
2023 | Brussels
Type: Short-listed tender Proposal}

Revitalising the Visitor Experience of European Democracy

As Creative Director for Facts & Fiction, I led the conceptual and spatial design for the revitalisation of the European Parliament’s Parlamentarium.

The proposal reimagined the 2,600 m² visitor centre as a participatory journey titled “Your Path to Active Citizenship.”

Through interactive, multilingual, and multisensory storytelling, it aimed to foster deeper civic engagement and strengthen European identity.

This project, shortlisted as one of the final 3 proposals, has the potential to not only enhance understanding of the EU but also strengthen European democracy by promoting inclusivity and participation.

Concept teaser (script & creative direction: Anais Montin | produced by Lexicon Lore)

Light, Accessible Narratives for a National Museum.

As part of a tender, on behalf of Facts & Fiction, I was tasked with developing a temporary exhibition scenography & experience concept with limited information appart from the theme “Train in the Art History”. I have secured the winning pitch of an 8-year framework contract for the scenography of future temporary exhibitions of the national museum (totalizing 8,000 sq.m) with the concept of experience prioritizing a light, engaging exploration and simplified content for broader appeal.

> Starting in 2025

^{Train World Temporary Exhibition
2023 | Brussels
Type: Awarded tender exercise for scenography & experience design
Client: NMBS}

^{La Commune}
^{2020-2022 | Lyon}
^{Type: Business strategic restructuring & repositioning}

Reinventing La Commune: A Microcosm of the Transformation Economy

I led the strategic turnaround and experiential redesign of La Commune, a 1,500 m² multi-concept venue combining food, culture, and entrepreneurship.

Through structural, spatial, and brand transformation, I repositioned the site as a vibrant destination and cultural incubator — achieving profitability for the first time and increasing visitor numbers by 25%.

^{Global Women Forum Dubai
2020 | Dubai
Type: Conference, dinner, exhibition space.
Client: Dubai Women Establishment}

Empowering women takes more than words; it requires a powerful platform to amplify their voices and ignite change.

Developed and led the creative, spatial, and content direction of the Global Women’s Forum Dubai, under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum.

Gathering over 4,600 attendees including global leaders such as Theresa May and Christine Lagarde, the forum generated 2.7 billion online impressions and redefined the positioning of the UAE as a global hub for gender dialogue.

Video links for GWFD 2016’s edition here
and 2020 ‘s news cover here

^{Interfaith Alliance Forum
2018 | Abu Dhabi
Type: Press conference, forum, ceremony dinner, touring exhibition.
Client: UAE Ministry of Interior}

Tackling sensitive issues such as online child abuse requires bridging cultural and spiritual divides.

Conceived and directed the strategy, narrative, spatial, and content design of the Interfaith Alliance Forum, addressing the global issue of online child protection.

The initiative gathered 450 faith leaders and launched a touring exhibition showcased at the World Economic Forum, the UN in Geneva, Moscow Global Forum, and New York’s Grand Central Terminal.

More information about the exhibition to be found here

^{Prisme International :Creative Agency
Dubai | 2010-2016
Type: Transformation & Management}

Creativity thrives in collaboration. This belief fueled Prisme International’s success during my tenure as CEO.

As CEO of Prisme International, I led a full transformation of the agency following the 2009 crisis — shifting from production to strategic and creative design.

By introducing scenography, digital tools, and a culture of innovation, the company achieved 155% growth and became a trusted partner for major government and luxury clients in the Gulf region.

Clients Included: Asian Football Confederation, Carolina Herrera, Daimler, Dubai Sports Council, Emaar, FIFA, Government of Dubai, Gucci, Harvey Nichols, Mercedes Benz, Meydan, Pirelli, Real Madrid Football Club, RTA, Samsung, Schlumberger, The Executive Council of Dubai, Bitexco…

Prisme Reel

Witnessing the transformative power of storytelling in fostering brand loyalty has fueled my passion for luxury brand marketing.

My career began in the world of luxury experiences, first at Prisme International, where I helped grow the agency’s portfolio with brands such as Cartier, Moët & Chandon, Montblanc, and Chalhoub Group, and introduced scenography and spatial design as integral parts of brand storytelling.

I then joined Al Tayer Group, one of the Middle East’s leading luxury distributors, as Project Director for the Events & Marketing Division, overseeing a portfolio of 36 prestigious brands including Gucci, Boucheron, Pomellato, Armani, and Bvlgari.

Managing a team of coordinators and a €4M annual budget, I directed over 30 major initiatives a year — from fashion launches to sponsorships — ensuring operational excellence and measurable ROI.

This period grounded my understanding of brand ecosystems, stakeholder complexity, and the balance between creative ambition and business discipline — foundations that have informed all my later transformations in culture, design, and governance.

^{Prisme International & Al Tayer Group
Dubai |2004-2010}