A9 is a creative archive and design practice exploring the space between concept and completion. Through concept direction, design, visualization , and storytelling, we collaborate with studios, agencies, clients, and creators to transform ideas into compelling experiences. Every project represents a step in the journey from the first sketch to the finished work.
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EMILY WATTS
As Founder and Creative Director of A9ency, I lead the creative vision behind immersive brand experiences, environments, and spatial storytelling that connect people with brands in meaningful ways.
With over a decade of experience spanning architecture, luxury fashion, and experiential design, I combine strategic thinking with a deep understanding of how people experience space. From concept development through to execution, I work across disciplines to create thoughtful, visually compelling experiences that leave a lasting impression.
I graduated Summa Cum Laude from the University of Pennsylvania with a Bachelor of Architecture before continuing my studies at the Architectural Association in London, where I completed my Part II Architectural Diploma.
Throughout my career, I've had the privilege of contributing to projects for some of the world's most recognized brands, including Dior, Tory Burch, Zara, Nike, Apple Music, Red Bull, and Beyond Yoga. Previously, as a Senior Design Leader at Bureau Betak, I directed multidisciplinary teams across large-scale fashion shows, retail environments, and global brand activations.
At A9ency, we believe the most memorable experiences are created through the intersection of architecture, design, culture, and technology. We are incredibly grateful for the opportunity to have collaborated with a number of esteemed creative agencies, production partners, and talented teams throughout the years. These collaborations have shaped our perspective and continue to inspire our work. As our studio grows, we look forward to building new partnerships and creating the next generation of impactful experiences together.
BLUE REVOLVER — SPATIAL DESIGN LEAD
NEW YORK, NY _ MAR 2026 – CURRENT
Lead the design and delivery of immersive brand experiences across retail, sport, and cultural activations. Develop concepts from strategy through production, coordinating multidisciplinary teams to create large-scale environments for global brands including Nike, Jordan Brand, Apple Music, and Red Bull.
SSS — CREATIVE DIRECTOR / SPATIAL DESIGN LEAD
NEW YORK, NY _ JAN 2026 – CURRENT
Lead creative direction and spatial design for experiential marketing projects, shaping concepts, visual language, and guest journeys from initial ideation through execution. Collaborate with clients, production partners, and creative teams to deliver culturally relevant brand experiences across retail, fashion, and sport.
CLOSER — CREATIVE DIRECTOR / SPATIAL DESIGN LEAD
LONDON, UK / REMOTE _ APR 2026 – CURRENT
Direct the creative vision for experiential environments, translating brand narratives into impactful physical experiences. Lead multidisciplinary teams across concept development, spatial design, and production while collaborating closely with international clients and fabrication partners.
BUREAU BETAK — SENIOR DESIGN LEADER
NEW YORK, NY _ DEC 2022 – CURRENT
Lead multifunctional teams across design and production to conceptualize, actualize, and manage large scale events in the fashion and events industry. Coordinated with internal and external stakeholders, vendors, and teams to actualize brand experiences for Dior, Tory Burch, Zara, and other fashion based brand experiences.
LVMH VISUAL IMAGE STUDIO — LOUIS VUITTON — SENIOR DESIGNER
LONDON, UK _ AUG 2021 – AUG 2022
Conceptualized, visualized, and managed designs for Louis Vuitton special events and worldwide window schemes. Worked as Senior Designer managing multiple projects while working directly with internal and external stakeholders through creative direction, production, and execution.
GAINSBURY AND WHITING — DESIGNER
LONDON, UK _ OCT 2019 – DEC 2020
Conceptualized, executed, and managed A/W20 fashion shows for Stella McCartney, Victoria Beckham, Bottega Veneta, Christopher Kane, Ports 1961, and Alexander McQueen.
NIKE — DESIGN COLLABORATOR
LONDON, UK _ OCT 2018 – DEC 2018
Conceptualized, executed, and actualized the Point of Sale room for Nike x A-COLD-WALL*’s Vomero 5 product launch with Diploma 15 of the Architectural Association.
BJARKE INGLES GROUP (BIG) — JUNIOR DESIGNER
NEW YORK, NY _ SEP 2014 – SEP 2016
Worked on concept design phases for World Trade Center II, architectural models, exhibition design, and condominium design development.
STANEV POTTS ARCHITECTS — JUNIOR DESIGNER
Designed and created construction documents for residential renovations in Philadelphia, including work recognized for the firm’s Pritzker Prize booklets.
TAO ARCHITECTS — ARCHITECTURAL INTERN
Corrected drawings, created details, chose material schemes, and conducted site studies.
FRANCIS CAUFFMAN ARCHITECTURAL FIRM — ARCHITECTURAL DESIGN ASSISTANT
Worked with professionals in healthcare architecture and interior design across large healthcare projects.
FW2024 Dior PreFall WWD Covers featuring personal design of show space
2023/2024 Vogue, Glamour, Elle — personal designs for Dior collaborations featuring Judy Chicago, Jean Michel Othoniel, and Mickalene Thomas
FW2023, SS2023, FW2024 Tory Burch WWD Covers featuring personal design of show space
2020 Louis Vuitton WWD Cover featuring Visual Merchandising work for Chengdu Store Opening
2018 For Nike x A Cold Wall — Vogue UK, Dezeen, Hypebeast, and Dazed coverage for the conceptualization, execution, and actualization of Point of Sale Room for Vomero5 Collaboration Launch, London, UK
2017 ICON Magazine Design Feature — Featured in ICON Magazine’s AA summer show 2017 Preview
2016–18 Awarded High-Pass in Technical Studies and History and Theory
2015 Architectural Model featured in Wired Magazine October Design Issue
2014 Summa Cum Laude Graduate from the University of Pennsylvania
2013 Wendy Evans Joseph Travel Scholarship Winner