strategy x design x foresight
Ideas become more powerful when they connect to the world around them. I work with brands, places and ideas that take up space, from hospitality and real estate to cultural and consumer experiences. I investigate the cultural context around an idea, distill what makes it distinctive, and turn that into clear strategic and creative direction.
Every project starts with a different question.
I work directly with clients and as a freelance consultant to agencies, helping organizations understand emerging shifts, identify opportunities and shape what comes next.
My work sits between culture and design.
Alongside my independent practice, I lead Black Chamber, McKinley Studio’s cultural intelligence practice, working with brands and buildings to real estate developments understand the cultural forces shaping what people value and how they live.
At 21st Europe, I work across growth, strategy, and communications, developing ideas and blueprints around the ideas that will shape Europe’s next chapter.
I’m based in Barcelona and currently available for work across Canada, the EU and UK.
Select Work
The best work rarely stays in one discipline. I move between strategy, foresight and design depending on the question, bringing together research, cultural insight and creative thinking to find new possibilities and give them form.
The projects below reflect that range. Some begin with a business challenge, others with a place, a cultural shift or a speculative idea. Each draws on different parts of my practice to develop a clear point of view and turn it into something tangible.
Together, they span industries, scales and outputs, from research and strategy to spaces, experiences and ideas.
Services
Research & Insight
Behavioural analysis, user insight, market positioning.
Spatial Strategy & Full Service Interior Design
Retail, workplace, hospitality, mixed-use, experience and interior design.
Narrative & Communication
Executive storytelling, presentations, strategy decks, vision communication, keynote speaking, facilitation, workshop design.
Design Foresight
Signal spotting, trend forecasting, futures scenarios, speculative thinking.
Making Futures Work Session at Dubai Future Forum 2025
Talks & Recognition
Norrsken Barcelona
From Impossible to Investable with 21st Europe
Keynote
2026
IED Barcelona
Innovation & Futures Thinking
Guest Lecturer
2026
Dubai Future Forum
Making Futures Work
Workshop Co-Lead
2025
Canadian Interiors Magazine
Best of Hospitality
Bar Henry
2024
Interior Design Show Toronto
Panelist: Think Tanks, What’s the ROI?
2023
Council for Interior Design Accreditation
Alumni Spotlight
2024
Mount Royal University
Bachelor of Interior Design
Invited Critic & Lecturer
Guest Critic: Final Capstone Projects
2024
Guest Critic: Restaurant Design
2023 - 2024
Guest Lecturer: Retail Design
2021
Guest Lecturer: The Importance of Being Open
2018
Alberta Architecture Association
President’s Medal
2016
Brian E. Pitt Memorial Award
Gold Medal Award
2015
CV
21st Europe
Growth & Strategy
2025-present
Caelan Tatz Strategy & Design
Freelance Strategy & Design
2025-present
Elisava School of Design & Engineering
Masters in Research for Design and Innovation
2024-2025
McKinley Studios Black Chamber
Creative Strategy Lead
2021-2025
Creative Strategist
2018-2021
McKinley Studios Interior Design
Senior Interior Designer
2022-2024
Intermediate Interior Designer
2017-2022
Junior Interior Designer
2015-2017
Intern Interior Designer
2013-2015
McKinley Studios Marketing
Copywriter
2015-2025
Marketing Coordinator
2015-2019
Marketing Intern
2014-2015
Mount Royal University
Bachelor of Applied Interior Design
2011-2015