2018 Design and Culture Adviser to the Board

New York

In 2019 ICP (the International Center of Photography) finally reunited school and museum under the same roof for the first time since the 90's by acquiring a space in the new Essex Crossing commercial development in Manhattan’s Lower East Side. Far from its Museum Mile era and struggling to stay relevant in the age of digital photography the ICP needed guidance to connect to a much younger/hipper neighborhood while enlarging its audience and donor base ahead of its exciting reopening.


Renewed the brand's philosophy, working with Pentagram on the new identity. Developed programs for membership, optimizing the access of the archive, library, and photo studios to connect to young artists, students, and the local community. Developed new revenue opportunities through corporate sponsoring, events, and the development of a cafe alongside a vastly extended bookstore.
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Worked closely with Gensler on FF&E, design of the cafe, bookstore and members library. Introduced and brought in new partners such as guest curators, guest lecturers, new PR, bookstore curation, and cafe vendors.