Our Team
We are artists, designers, scientists, engineers and management professionals; our creativity is underpinned with logic and a love for the detail we invest into our craft.
With expertise at the intersection of management, artificial intelligence, and linguistic sciences, Federica brings best practices to managing experience design and delivery for complex, large-scale projects with significant reputational impact for nations and organizations.
She led the Visitor Experience team at Expo 2020 Dubai, where she successfully managed a diverse group of architects, designers, and content producers, aligning their work with the demanding timelines and budgets of construction and operations teams. Her key focus was balancing visitor satisfaction with team growth, grounded in her belief that these two elements are inseparable.
Federica integrates her background in natural language processing and semantic theory with design, neuroscience, and architecture to deliver valuable insights into experience planning and decision-making. She believes that neither construction nor creative design should exist in isolation, and she bridges the soft, intangible nature of content with the hard realities of construction schedules.
Her expertise in mega-projects was honed as Chief Counselor to the Bureau International des Expositions (BIE), supporting multiple World Expos. In 2012, she became a founding member of the UAE team that established the successful Expo 2020 bid framework, ultimately serving as Senior Vice President of Visitor Experience.
Regardless of project size—whether mega-events, major real estate projects, or smaller community initiatives—Federica brings the same rigorous research and curiosity to understanding place identity, its people, and its assets.
A published author, she holds a PhD in Computer Science from Brandeis University and a Master’s Degree from MIT Sloan School of Management.
Mark has designed some of the world’s most iconic brands and brand experiences.
Over the course of nearly three decades, he has founded multiple design consultancies creating household names in Europe, Asia and the Middle East. He has worked with the leading global design agencies and clients worldwide on all aspects of brand experiences from airline brands to space exploration, from mega projects to ice cream. He also co-led the visitor experience efforts for 24 million visitors for Expo 2020 Dubai.
As a multi-disciplinary designer and strategist he advises on all phases of design, execution and delivery for experiential and cultural projects – providing the bridge between masterplanning, environmental design, storytelling and operations.
He recently completed his studies in Neuroscience Design, Architecture, and Urban Planning at Politecnico di Milano, and is currently collaborating on a book about Human Space Design.
Katarina Premfors is a Swedish multi-disciplinary photographer, director and artist, happily switching between the commercial, documentary and NGO worlds.
Her work is regularly featured in the New York Times, National Geographic and other leading international media.
Katarina’s diverse portfolio spans portraits of presidents, sports icons, and religious leaders, along with her iconic architectural photography and landscapes.
Known for her ability to tell powerful stories through the lens, Katarina also dedicates herself to long-form documentary projects, capturing the depth and complexity of people, communities, and nature. Her work has been exhibited globally and published in numerous international outlets.
Driven by a passion for understanding the world and sharing untold stories, Katarina channels her energy into projects that explore human connections and the natural environment.
She lives in Dubai with her husband and two children.
Robin is a seasoned technology entrepreneur and innovation professional.
Starting from a background in theoretical physics his career has since spanned highly successful positions at all stages of the technology development lifecycle: as a founder and inventor in multiple early stage startups, as a partner in private equity funds and as a technology executive and innovation leader in global blue chip companies.
Possessing a strong strategic vision and ability to make insightful connections, Robin thrives on building successful delivery teams to guide new concepts to market and brings to the BW team a wealth of experience in effective innovation and project and process delivery.
Robin lives in Dubai with his family and two dogs, is an active and competitive cyclist and he explores his creativity in wood and other materials when he can.
Chris is an all-around creative, experienced senior music producer and award-winning multi-media specialist with twenty years of experience. He is the co-founder of WithFeeling, a highly successful sound design and sonic branding agency.
Chris has a background in music strategy, consultancy, music production and talent management for leading brands, including BBC World Service and Expo 2020 Dubai. He stands out amongst regional sound creatives for his keen interest in the sounds of the region and his extensive network of regional composers across musical and cultural styles.
In his role at Expo 2020 Dubai, Chris led the creation of the Official Theme Song “This is Our Time”, he produced Expo 2020’s sonic branding and identity and led the design and production of the audio strategy that delighted visitors for six months through the soundscapes across all public spaces. Chris was also responsible for a team of animators and designers who created thousands of pieces of content displayed on the 500 screens every day for six months.
In his career, Chris has worked across multiple aspects of music and sound production, including sound design and Foley recording on thousands of commercials and films in different languages, with many winning regional and international awards.
