I helped Apple open flagship stores across Europe and the Middle East, including Brussels, Abu Dhabi, and Dubai, translating the brand into each local context. In Brussels, the work drew on the nation’s graphic-novel heritage, referencing icons like Tintin. In Abu Dhabi and Dubai, it embraced the craft of calligraphy and typographic expression. Each store said “hello” in a culturally distinct way—globally Apple, unmistakably local.