F E L T

TM

We make brands and places work.

Why some places work — and others don’t

It’s not just design.


It’s how experience is defined, aligned, and delivered.


And whether it holds up in the real world.

Black and white photo of an unfinished concrete structure with stairs, curved walls, and small circular openings.

How We Think

Most projects don’t fail because of ambition—they fail when the experience is overlooked, underdeveloped, or diluted over time.

We focus on how brands and ideas translate into real-world experience—what works, what doesn’t, and why.

Define. Align. Optimize.

Explore HoW we think

We work with global brands, developers, and operators
to translate brand into real-world experience.

Universal, Best Buy, and NASCAR logos side by side

Universal, Best Buy, and NASCAR logos side by side

Three logos: Illumination Entertainment, the Heart of Europe with a heart and a flying bird, and Bob Marley.

Three logos: Illumination Entertainment, the Heart of Europe with a heart and a flying bird, and Bob Marley.

Logos of Emaar, Hard Rock, and Ferrari companies.

Logos of Emaar, Hard Rock, and Ferrari companies.

Logos of Paramount, Tommy Hilfiger, and Nintendo arranged in a row.

Logos of Paramount, Tommy Hilfiger, and Nintendo arranged in a row.

Logos of three brands: Jimmy Buffett, Cipriani, and Qiddiya.

Logos of three brands: Jimmy Buffett, Cipriani, and Qiddiya.

Logos of CityWalk Universal Studios, Yas Island Abu Dhabi, and Warner Bros.

Logos of CityWalk Universal Studios, Yas Island Abu Dhabi, and Warner Bros.

Led the entertainment and hospitality strategy for Emaar’s Bawadi project, shaping positioning, programming, and the overall experience.

Led the entertainment and hospitality strategy for Emaar’s Bawadi project, shaping positioning, programming, and the overall experience.

We collaborated with Nintendo to develop the world’s first Super Nintendo World in Japan—a highly engaging land featuring state-of-the-art attractions, retail, food and beverage, and interactive experiences

We collaborated with Nintendo to develop the world’s first Super Nintendo World in Japan—a highly engaging land featuring state-of-the-art attractions, retail, food and beverage, and interactive experiences

Our principal developed the world’s first Bob Marley–inspired venue, integrating food, beverage, museum elements, and live music into a cohesive, immersive experience.

Our principal developed the world’s first Bob Marley–inspired venue, integrating food, beverage, museum elements, and live music into a cohesive, immersive experience.

We worked with an Austrian developer to define the experience and the program for five of the World Islands in Dubai. Our strategy was used as the foundation for development of five hotels, museums, nightclubs and unique interactive experiences.

We worked with an Austrian developer to define the experience and the program for five of the World Islands in Dubai. Our strategy was used as the foundation for development of five hotels, museums, nightclubs and unique interactive experiences.

Concept work illustrating an "experience based" layout for a major electronics store.. Gone are the walls of TV's and Refrigerators. The shopping experience now centers on brands, product usage, and an elevated social experience.

Concept work illustrating an "experience based" layout for a major electronics store.. Gone are the walls of TV's and Refrigerators. The shopping experience now centers on brands, product usage, and an elevated social experience.

Experience strategy for a leading tractor manufacturer, including the development of an immersive showroom to strengthen brand engagement.

Experience strategy for a leading tractor manufacturer, including the development of an immersive showroom to strengthen brand engagement.

Featured Projects

Hilfiger Hotels

Tradition, Liberated.

We translated the Tommy Hilfiger brand into a fully realized hospitality concept—defining the positioning, guest experience, and operational framework required to bring a fashion icon into the hotel space.

What We Defined

  • Brand Positioning & Experience Narrative

  • Guest Journey & Programming Framework

  • Operational & Service Standards

  • Development Guidelines & Delivery Strategy

  • Feasibility & Concept Validation

The image features a navy blue background with the text 'The Hilfiger' in the center. Below, in red, it says 'Tradition, Liberated.' At the bottom, there is a smaller white text: 'An American lifestyle hotel modeled after the heritage of estate living. Made unique by Tommy Hilfiger's passion for fashion, art, music, and entertainment.'
A promotional graphic for Tommy Hilfiger, explaining its core values and brand positioning. The graphic highlights traits like spirited, optimistic, individualistic, spontaneous, casual, approachable, and accessible luxury, and shows a connection between the fashion brand and hotel brand.
Informational graphic about The Hilfiger Service, featuring a man standing in front of a hotel entrance. The graphic highlights features such as an accessible price point, American service style, designed wardrobe for staff, and cross-trained staff knowledgeable in entertainment, arts, trends, and current events.

A $6B+ island development is only as strong as its ability to deliver a cohesive, compelling experience.

We led the development strategy and experience framework for Heart of Europe—defining the narrative, guest journey, and programming required to transform an ambitious real estate concept into a viable, experience-driven destination.

What We Defined

  • Experience Narrative & Brand Positioning

  • Guest Journey & Programming Framework

  • Entertainment & Activation Strategy

  • Development & Delivery Alignment

The World Islands – Heart of Europe

Comparison of hospitality eras with vintage hotel advertisements on the left labeled 'The Golden Era of Hospitality' and a modern bedroom interior on the right labeled 'Defining a New Era in Hospitality,' featuring black and white furnishings and decor.
A collage of five images showing tropical island and coastal scenes, including aerial views of islands, construction of a resort, a colorful marina with boats, a small island with a resort, and a building with a domed roof surrounded by greenery.

HarborWalk Village and Emerald Grande

Waterfront developments don’t succeed on location alone—they succeed on how people engage with them.

We led the development and experience strategy for HarborWalk Village and Emerald Grande—integrating hospitality, retail, and entertainment into a cohesive destination that drives both guest engagement and commercial performance.

What We Defined

  • Destination Positioning & Experience Framework

  • Retail & Entertainment Strategy

  • Development & Delivery Leadership

  • Entitlement & Implementation Alignment

A collage showing a large resort building at dusk in the top left, an outdoor event stage with people attending and fireworks in the top right, and an illustrated aerial view of the Harborwalk Village marina with boats and buildings in the bottom image.

CityWalk, Universal Orlando

Great entertainment districts aren’t assembled—they’re orchestrated.

As Director of Development, we led the commercial and venue development strategy CityWalk—structuring joint ventures and licensing agreements while overseeing the delivery of 13 branded, prototypical venues within a highly charged retail, dining, and entertainment environment.

The result was a 2M SF destination that helped define the modern model for urban, nighttime entertainment.

What We Defined

  • Joint Venture & Licensing Strategy

  • Branded Venue Development & Prototyping

  • Retail, Dining & Entertainment Integration

  • Commercial Structuring & Partner Alignment

Multiple images of Universal Orlando Resort showing the waterfront, colorful buildings with neon signs, crowded walkways, and the entrance sign to the resort.

Contact Us

If you’re working on a project and want to get it right from the start—or fix what isn’t working—let’s talk.

Tell us a bit about what you’re working on. We’ll take it from there.

People sitting and standing inside a modern rectangular opening, looking out over the ocean in black and white.

We make brands and places work.