Where the system is visible in the result
01. The practice
Contracted directly by LLB. The architecture and the execution, both mine.
Ocean House Surfside
Multiplan Real Estate Asset Management
A controlled narrative system for a $70M penthouse, carried through a Wall Street Journal campaign. A pre-construction asset has no operation to demonstrate and no guest to convince. What it has is a story that must be believed before anything exists to verify it. The work was building the structure that made the story hold across every surface a buyer at that level touches.
VITAL Elevated Living™
An origination build. Nothing existed to audit.
The proposition was real and intangible, which is the hardest thing to sell in real estate: a standard of living that could be described but not shown. The work was structuring that into a certification and brand system that could be understood, sold and applied by people who were not in the room when it was defined.
02. Riviera Dining Group
Architected and directed from inside the group, before this practice.
One parent architecture. Six derived brands.
An outside studio is given a project. Someone inside the house is given the house: every brand as it was decided, over years, with the coherence between them as their responsibility rather than as a brief. That is why six formats hold to one architecture. It was not enforced from outside. It was built from within, one decision at a time.
MILA · MILA Lounge · MILA Omakase · MM Club · AVA · Casa Neos
Extending a recognized brand into new formats usually produces one of two failures. A flat copy that reuses the flagship and dilutes it. Or a disconnected concept that trades on the name with none of the substance. Most groups pick one without knowing there was a third option.
The architecture stayed fixed. The sensory register moved. The lounge went nocturnal and ornate. The omakase went quiet and precise. MM Club was built as a membership layer above the portfolio rather than inside any one venue, which is why it spans MILA and AVA rather than sitting under either.
In 2025 the MILA property was ranked the number one highest-grossing independent restaurant in the United States by Restaurant Business Magazine, with $51.1M in reported sales, property-wide.
The engagement ran from 2022 to 2024. The ranking belongs to the operation. What the brand system contributed was the coherence that let the property grow across formats without the identity thinning as it went.
MM Club has since extended to a venue (Claudie) that did not exist during the engagement.
view the ecosystem
mila
Aligning brand, atmosphere, and execution into a high-performance hospitality system.
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![Casa Neos — a Modern multi-story building with arched balconies overlooking a body of water, surrounded by trees and palm trees, with a partly cloudy sky at sunset.]()
casa neos
Structuring dining, beach club, lounge, and rooftop into one waterfront destination rather than four.
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![Mila Lounge — A cozy indoor lounge area with comfy chairs and sofas, surrounded by plants. Warm ambient lighting and decorative wall art create an inviting atmosphere.]()
Mila lounge
Expanding MILA into a nightlife format. Maintaining brand coherence while adapting to a new behavioral and experiential context.
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![Mila Omakase — Interior of a stylish restaurant with a curved marble bar, cherry blossom branch decorations, and warm lighting.]()
MILA omakase
Building a high-precision brand expression. Where every element reinforces intimacy, control, and ritual.
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![MM Club at Mila — A luxurious bar and lounge area with a marble-topped bar, a large chandelier, comfortable seating, and decorative wall art.]()
mm club
Defining a controlled brand environment for a members-only club. Where identity, access, and experience reinforce perceived value.
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![Ava MediterreAgean — Interior of a modern restaurant or cafe with a bar area featuring bottles and glassware, wooden ceiling beams, large windows with beige curtains, and various seating areas including sofas and chairs.]()
AVA MediterrAegean
Structuring a new hospitality brand from concept to execution, ensuring coherence across identity, space, and guest experience.
03 · The editorial system
Creative direction across the roster of a publishing house producing museum-quality publications for hospitality and lifestyle brands.
luxury art book
A single editorial object made by one hand can be held to a standard by that hand. A portfolio of them, produced across properties, contributors and print environments at once, cannot. At this tier perceived value is carried almost entirely by precision, and precision is the first thing to fragment when many people execute against high expectations without a shared reference.
The work did not start with a publication. It started with the architecture that would govern all of them.
Hospitality and Residences
Ritz-Carlton • St. Regis • Waldorf Astoria • Baccarat • The Plaza • The Pierre • Leading Hotels of the World • Rosewood • The Newbury • One&Only • Gurney's Montauk • Westin • Buoy Haus • Acqualina Resort & Residences • St. Barth Hotels Collection
Jewelry and Watchmaking
Harry Winston • Bvlgari • Cartier • Tudor • Richard Mille • London Jewelers • Roberto Coin • Tudor • Pasquale Bruni • Verdura • Vhernier • Igal Dahan
Fashion, Fragrance and Retail
Ermanno Scervino · Dita · Henry Jacques · Aventura Mall • Escada
04 · Also built or directed
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![A promotional poster for an F1 after-party event takes place on Sunday, May 5th. The poster features a race car speeding on the track with vibrant neon lights and a tropical leaf border. It includes the event location, Báoli Miami, and another venue with a stylized city skyline logo. The text invites viewers to join for a post-race celebration.]()
BAOLI Miami
brand direction • Brand activation across campaigns, partnerships and nightlife.
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![Eversea Yacht Club — People on a boat dock, preparing for a water activity, with two women sitting and two men standing, and boats and a scenic water and hillside view in the background.]()
EverSea Yacht Society
Brand identity for a private yachting club, where access and identity operate as one.
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![Overhead view of two pizzas topped with vegetables and meats, cherry tomatoes on the vine, a bottle of olive oil, a bowl of tomato sauce, a cheese grater, chunks of cheese, black olives in a bowl, and a rolling pin, with a dessert fork on a floured dark surface and the text "Sundays Pizza Co." in overlay.]()
Sundays Pizza Co.
A brand system built to hold one identity across cities.
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![Q Gastrobar logo with colored circles and the letter 'Q' on a white background, mounted on a red wall next to wooden slats.]()
Q Gastrobar
Built from zero on Rio de Janeiro's most competitive dining street.
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![Brigite's Restaurant — Assorted bottles of champagne chilling in a large wooden bowl filled with ice, with a container of blue and white name tags in the foreground and a bar with liquor bottles in the background.]()
Brigite's
Character, atmosphere and experience, made to read as one thing.
