I've spent eighteen years designing hospitality spaces - bars, restaurants, cafés, nightlife venues - and the thing that has never changed is this: the best spaces are never accidents. Every material, every sight line, every shift in ceiling height exists because someone made a decision. My job is to make sure those decisions are the right ones.

I think like an operator as much as a designer. I understand covers and flow, the energy a room needs at 7pm versus what it needs at midnight, what makes a guest order another drink, what makes them come back. I go to the bars. I read the spaces. I've built enough of them to know that atmosphere isn't something you decorate onto a room - it's something you design from the brief outward.

In 2010 I founded SKID with a clear intention: to bring rigour to a discipline that too often mistakes mood for methodology. We don't start with aesthetics. We start with strategy - understanding the brand, the audience, the gap in the market, the DNA of the location - and then we design. Every project moves through a defined process. Every decision is traceable back to the brief. The work looks the way it does because of the thinking that came before it.