CREATIVE DIRECTION
Emma Winter works with individuals, founders and organisations to shape extraordinary places, experiences and ideas from their earliest beginnings.
Rooted in her wider artistic practice, Winter’s approach to creative direction brings together storytelling, atmosphere, materiality and experience, considering not only how something looks, but how it feels, unfolds and is remembered.
APPROACH
Winter works in close dialogue with the people behind a project, exploring its character, context and possibilities before determining what form it might take.
Ideas are developed holistically, considering narrative, environment, material, sensory experience and the journey of those who will encounter them. Rather than imposing a predetermined aesthetic or formula, each project evolves in response to its particular place, purpose and potential.
Drawing on more than fifteen years in senior creative roles, alongside her contemporary artistic practice, Winter brings a breadth of experience spanning design, storytelling, sets and environments, private commissions and consultancy.
WAYS OF WORKING
Creative direction may begin with an existing idea or at the very inception of a project.
Winter can work across the development of an overarching creative vision, narrative and experience, through to individual environments, commissions, collaborations and details within the whole.
The nature and scale of each involvement is shaped around the project itself, working independently or in collaboration with architects, designers, makers, artists and specialist teams as required.
RELATIONSHIP
The most compelling projects emerge through conversation, curiosity and trust.
Winter is particularly drawn to people and projects with ambition and imagination: those seeking something distinctive, unexpected and deeply considered rather than a prescribed creative response.
At the heart of these collaborations is artistry. Winter brings the imagination, sensitivity and instinct of her artistic practice into the development of another’s vision, working closely with each client to uncover its possibilities and shape it into something entirely its own.
Creative direction sits naturally within the wider practice of Emma Winter Studio, extending the same enquiry, imagination and attention to experience found within Winter’s independent works into collaborative projects of vastly different scales and contexts.