Director

Sonia Novak

Sonia has a rare affinity with our clients. That’s because for 20 years she was the client. Sonia’s experience on the inside of retail giants taught her the art of visual merchandising, while giving her a sensitivity to the realities of corporate life.

Sonia is our guide to the client’s world. She interrogates, interprets and translates briefs – giving our designers a clear picture of our client’s needs. In many cases Sonia works with our clients to expand, clarify and develop their briefs – turning vague needs into concrete specifications. And because she ‘gets’ the pressures of mass retail, every element of our retail designs must be ready to work.

Sonia’s greatest strength is her knowledge of product marketing – of how people interact with products, how space and layout move people, and how story-telling can drive sales. At every stage, Sonia reconnects our design work with our client’s needs – such as efficiency, functionality and profitability.