Creative Director
MY ROLE ········ Writer
CREATED WITH ··· SPACE10
CLIENT ········· IKEA
MADE IN ········ August 2017


IKEA Place:

Exploring the future of interfaces and IKEA retail

In the summer of 2017, I joined SPACE10, a future innovation lab in Copenhagen, for a month during which I helped establish the tone-of-voice of the conversational user interface for IKEA’s first augmented reality app: IKEA Place.

While writing the conversations that further enhanced IKEA Place’ ease-of-use, I also helped SPACE10 create a tone-of-voice guideline that could live beyond IKEA Place, with rules applicable to both text-, and voice-based natural interfaces.

A few months after the app’s release, SPACE10 commissioned me to chronicle the making-of one of the first AR apps aimed at the masses in a in-depth long read.

You can read the full article “Assembling IKEA’s new AR app, without a manual” here.






Navigate to see more projects:



About



For a decade I have tried to help brands, artists and agencies  resonate within the evershifting cultural currents that make up our contemporary lives. As the mediated landscapes that shift by the second, it’s often not enough to inflitrate the chatter, one has to define the conversation.

This is what I’ve aspired to ever since joining Droga5 NY, in 2012, and continue to do so today in a freelance capacity with every project I take on; whether in service of studios, agencies, brands, products, musicians, film labels, fashion houses or otherwise.

As a Creative Director I am always creating in collaboration, with the written word as my executionary skill—while also sometimes operating as brand strategist, copywriter, researcher or art director.




CORE ROLES
 
1. CONCEPTING

Creating accessible and desirable ideas at the core of brands and campaigns.
2. PRESENTING

Communicating the ideas to creative teams, clients and stakeholders.
3. DIRECTING

Guiding, creative directing and casting those who make the idea a reality.




CORE COLLABORATORS
 
MARC VERMEEREN  /  DANIEL SUMARNA
TAL MIDYAN  /  CARLA HJORT  /  OMAR ALMUFTI 
FERDINANDO VERDERI  /  YASMIN DIKKEBOOM
RUBBERBAND


x



DISCLAIMER: NONE OF THE WORK ON THIS SITE COULD’VE BEEN REALIZED WITHOUT THE BRILLIANCE OF MANY OTHERS, TOO MANY TO NAME,  YOU KNOW WHO YOU ARE.