About

I was trained as an interior architect, but stepped immediately into the world of retail design in 2007 with my first role at Levi Strauss & Co. That experience sparked a passion for retail that continues to drive me today.

Having lived in the U.S. as a teenager, I was eager to gain international professional experience. This led me to Shanghai for 2.5 years and then London for 3, where I expanded my expertise as a retail designer. I worked across various roles with increasing responsibilities, contributing to a wide range of projects, from shop-in-shops to rollout stores, flagships, shopping malls, and city rejuvenation initiatives. My portfolio also spans multiple sectors, including food, fashion, and beauty.

Upon returning to Belgium, I brought my skills to a local brand agency before embarking on a new challenge: academia.

Hasselt University is one of the few institutions worldwide to offer specialised Retail Design education. I initially reached out to share my industry experience as a teacher but was instead encouraged to apply for a PhD scholarship. This led to 4.5 years of research on “the value of experiential retail environments and in-store experiences”.

My research explored two key questions:

1. WHAT makes an in-store experience valuable?
2. HOW can retail practitioners create these experiences?

Coming from practice led me to turn my academic results into hands-on tools for industry professionals.

As part of my PhD, I also had the pleasure to teach retail design to a wide array of students and professionals alike. After earning my doctorate, I continued teaching for another year but soon felt the urge to bring my newly acquired knowledge to a broader audience.

In 2024, I decided to follow my dream and launched my consultancy practice to share my passion, expertise and fresh perspective on retail design with a wider audience. My logo and this website are the result of a deep reflection exercise, encompassing business strategy, brand development and visual identity.

To bring this vision to life, I collaborated with Caroline Cornil, who helped me with my visual identity, website and even photographs. I highly recommend her to anyone looking for a “one-stop” visual support consultant as part of their business development!

And now for a more personal touch, here are 10 additional facts about me:

• I am a French-speaking Belgian, deeply attached to my country’s cultural heritage and my city, Brussels.
• I also lived in Michigan (US), Shanghai, and London—and still celebrate holiday traditions from each.
• I navigate life with rheumatoid arthritis, restless leg syndrome, and high blood pressure. The daily challenges these conditions represent have strengthened my resilience and appreciation for life.
• I went through fertility treatment as a single woman—while conducting my PhD in COVID times.
• I’ve been diagnosed as gifted. Though it comes with challenges, like many other neurodivergents, I embrace it as a superpower—especially for the empathy, passion, and curiosity it fuels.
• I’m a huge culture enthusiast. I find pleasure in ALL cultural forms but most particularly love art shows and musical movies
• Giving back is important to me—I volunteer weekly in a retirement home.
• My perfect escape? A summer trip to the mountains… and a baking session.
• I have a Converse addiction—16 pairs and counting (self-imposed limit!).
• My home is my sanctuary. It remains the interior project closest to my heart.