Creative direction, show set and technical design · London
From the first story to the opening day.
For more than twenty years I've taken creative intent and made it buildable: miniature sets for stop-motion television, public art, museum galleries, brand environments, and attractions, drawn, detailed, fabricated, installed, and opened.
20+ years
across film and television, fabrication, museums, and attractions
Concept to handover
RIBA Stages 2 to 6, on projects up to £2 million
Teams of up to 65
designers, engineers, fabricators, and project managers
What I do
Creative direction
Shaping the story and the guest experience from the first idea, then leading the creative and technical teams who carry that vision through to opening day.
Show set design
Sets, scenic elements, and themed environments, developed from the story, the script, and the art direction into drawings a workshop can build.
Technical production design
Production drawings, setting-out, material and finish specification, prototyping, and coordination with the AV, lighting, and interactive partners on the team.
Design delivery
Fabrication oversight, installation supervision, and commissioning, keeping the design intent intact through to the day the doors open.
Attractions
Marble Speedway
A 350 ft marble race that runs all day, every day, as a permanent attraction at The Strong National Museum of Play.
Principal-in-Charge & Technical Designer · Story Factory Studios
Museums
The People's House: South Façade
A 1:5 scale model of the White House South Façade, built to take projection mapping, at the heart of a new permanent museum in Washington, D.C.
Principal-in-Charge & Technical Designer · Juiceworks Exhibits, for Design and Production Inc.
Attractions
Themed Water Park, Interactive Layer
Concept and schematic design for the interactive and experience layer of a major water park, including character and theme storylines.
Executive Producer & Creative Director · Story Factory Studios / Juiceworks Exhibits
Museums
TD Explore Zone
A permanent children's gallery of six play environments, where every interactive was proved before it was built.
Creative Director · Holman Exhibits
Public art
Limelight
A sculptural bandshell for a Toronto art park, built to an artist's double-curved form with no visible joints.
Technical Designer & Project Manager · Eventscape Inc.
Film & TV
Glenn Martin, DDS
A new miniature world almost every episode, for a stop-motion comedy series.
Set Designer & Carpenter · Cuppa Coffee Studios
Where it started
BSc (Hons) Special Effects
London South Bank University, 2003
Industrial design for visitor attractions and entertainment
It started with a ride queue.
My degree was in special effects: in practice, industrial design for attractions, with modules in animatronics, lighting, sound, and set design. For my final-year project I designed, built, and installed a themed ride queue, Red Alert: Space Station Evacuation, and wrote my dissertation on how a queue builds the story before the ride begins.
Left unattended at the degree show, the set was realistic enough to trigger the fire alarm, and the London Fire Brigade attended. Every job since has been a version of that one: make the story real enough that people believe it.
Four disciplines, one career
2005-2012
Sets for the screen
Prop and set builder to production designer and technical art director, Cuppa Coffee Studios.
2012-2018
Making it buildable
Industrial design and architectural fabrication at Array Marketing and Eventscape.
2018-2024
Leading the studio
Creative Director and Executive Vice President at Holman Exhibits, then CEO and Creative Director at Juiceworks.
2024-now
Hands-on again
Director & Co-Founder of Story Factory Studios, working as show set and technical production designer.
Projects I've helped deliver have been recognised by
InAVation Awards 2025
GOOD DESIGN 2025
blooloop Innovation Awards 2024
OAA Design Excellence 2018
Shop! Design Awards
DSE APEX Awards
ICSC Visual Victories
Gemini Awards
Let's talk.
I'm based in London and open to creative direction, show set and technical design, and design delivery roles across themed entertainment, museums, and attractions.