who i am

Driven by passion, tempered by method, able to function as the most compact form of a creative agency.

my objectives

I am determined to share my expertise in design by collaboration with partners intent on exceptional performance and growth. Extracting and integrating information from branding, communication and sales, I develop distinctive concepts that redefine standards and expectations in retail.


1999 graduated ION MINCU Institute of Architecture, Bucharest

Teaching as Professors’ Assistant – in ION MINCU Institute of Architecture, discipline: “Ambient” (2007)

Computer Competencies: 3D Max 9, Autocad 2004, Adobe CS2 (Illustrator & Photoshop)


AT THE BORDER BETWEEN SPATIAL DESIGN AND COMMUNICATION >>> retail design (2005 – present) Responsible for developing and extending the communication between the brand and the customer, from signage, the first contact with a brand, through to the complete customer experience. Work on the retail guidelines starts with imagining the customers' journey, materialising how to seduce, help, value, sell or cross-sell to them, while infiltrating the brand values into subtle sensorial perceptions: volumes, lights, materials, finishings.

I approach any project with pragmatism, adapting the retail guidelines to the locations, always considering optimisation of costs and time schedules. 9 years of experience gathered from both architecture and advertising empowered me to pay a special attention to the balance between the commercial and functional aspects of design and the complex context of esthetics demands. In the local context, defined by very tight budgets and quick decisions trying to exploit any opportunity offered by an emerging market, I became a "creative-problem-solver".

EYE-POPPING P.O.P. >>> Point Of Sale Materials (2001 - 2005) Increasingly aware of the local market mechanisms, I saw this discipline as a vital advertising medium for any successful campaign. And so I dedicated myself to serving the needs of brand marketers by creating various merchandising solutions to stand out in any Point of Sale and influence customers’ buying decisions.

My mission was to assure awareness, recognition and favorability towards the product / brand; secure the retail space, promote sales and spark the impulse purchases and, by case, aligning the original concepts for various P.O.S. elements with the existing parallel media campaign.

EARLY YEARS ORIENTATION >>> stand design (1999 – 2001) I realized that communication is the force underlying and surrounding the spatial concept when I approached temporary architecture, providing, design and “turn-key” project management for several stands and so I decided to enroll in advertising, eager to learn more.

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