The Challenge

Tank Magazine, one of London's most respected independent art and fashion publications faced the challenge common to all print media: how to remain culturally relevant and commercially viable in an era of digital saturation, without compromising the editorial integrity that defines its identity.

The Concept

For this university project, I developed a comprehensive creative and strategic concept for Tank Magazine including a new cover design direction, editorial moodboards, colour palette development, fashion direction, and a strategic positioning framework that identifies how the magazine can deepen its cultural relevance while developing new revenue streams through events, digital content, and brand partnerships.

Innovation & Entrepreneurial Value

The project demonstrates an understanding of the independent publishing market and the creative economy. By analysing Tank's unique position intellectually rigorous, visually adventurous, fiercely independent I developed a concept that preserves its editorial identity while proposing a viable commercial evolution through community, events, and digital extension.

Target Audience

Culturally engaged readers aged 22–40 in London, New York, and Paris. Art directors, fashion editors, and creative professionals who value independent publishing and resist mainstream media. Collectors of visual culture who treat magazines as objects as much as publications.

The Challenge

AlUla — Saudi Arabia's ancient cultural destination is undergoing one of the world's most ambitious cultural tourism transformations. The challenge was to design an event concept that would attract a high value international audience while remaining authentically rooted in the region's heritage, and that could serve as a flagship cultural experience within AlUla's broader tourism strategy.

The Concept

Rooh Al-Asr (روح العصر — "Spirit of the Age") is a multi-day cultural event concept developed as a university project, set within AlUla's extraordinary landscape. The concept brings together fashion, music, art, and gastronomy in a series of immersive experiences that unfold across AlUla's ancient sites — from the rose-red rock formations of Hegra to the dramatic canyon of Dadan. The event is designed to be both a luxury destination experience and a platform for contemporary Arab creative culture.

Innovation & Entrepreneurial Value

Rooh Al-Asr is entrepreneurially significant because it identifies a genuine gap: there is no luxury cultural event in the Arab world that positions itself as a peer of Frieze, Art Basel, or Glastonbury. This concept fills that gap while serving Saudi Arabia's Vision 2030 cultural tourism objectives. The business model combines ticket revenue, brand partnerships, and cultural sponsorship to create a commercially viable and culturally significant enterprise.

Target Audience

Affluent cultural travellers aged 25–50 from the Gulf states, Europe, and the US. Fashion and art world insiders. Saudi nationals seeking world-class cultural experiences at home. International media and brand partners seeking authentic access to the Arab luxury market.

The Venture

73 Walton Street is a real luxury glam suite launching in Chelsea, London — a multi-floor beauty and lifestyle destination that I am involved in as Managing Director. This project bridges my academic work with real entrepreneurial practice: developing the brand strategy, visual identity, spatial concept, and go-to-market strategy for a new category within the London beauty market.

The Concept

73 Walton Street is conceived as a luxury beauty destination that operates at the intersection of a private members' club and a world-class beauty suite. Located in the heart of Chelsea, the venue offers an intimate, appointment only experience across multiple floors ,each designed as a distinct environment that reflects the brand's commitment to discretion, craft, and elevated service. The brand identity was developed in collaboration with interior design firm FormRoom.

Entrepreneurial Value

73 Walton Street represents a genuine gap in the London market: there is no luxury beauty destination that combines the intimacy of a private members' club with world-class beauty services. The concept positions beauty as a lifestyle category rather than a service transaction creating a new tier of experience between a traditional salon and a luxury hotel spa.

Target Audience

High-net-worth women aged 25–55 based in Chelsea, Kensington, and Mayfair. International visitors staying in the area's luxury hotels. Fashion and media professionals who value discretion and quality. Clients who currently travel to Paris or New York for this level of beauty experience.