Who We Are

We aim to inject humanity into every element of our work. Fresh Design International is comprised of an exceptionally talented global network of creative minds. Meet the leaders behind every project that make Fresh, fresh.

Meet the principles of these agencies here. With a broad range of experience and expertise the Fresh team continues to surpass our clients expectations with innovation and connectivity around the globe

Who We Are
Arquitetura e InterioresEduardo CabralAssociate Member

Eduardo Cabral, graduated from the Faculdade de Belas Artes de São Paulo in 1989 and began his architectural firm in the early 1990s producing designs Exhibition, Architecture and Promotional Design, in the Commercial and Residential sectors.

25 years of success has seen a multidisciplinary team of creative designers develop that continues to deliver innovative and creative solutions for our clients. During these years there have been several milestone successes that have been illustrated in major architectural, design and interiors publications including participation in a major Brazilian television show "Extreme Makeover" for commercial spaces.
In his private life, Eduardo does not usually walk through easy paths. Wild about "off road" motorcycles, on weekends usually challenging new tracks of Campos do Jordão in the beautiful Serra da Mantiqueira, SP.

Eduardo Cabral
Who We Are
Altus Jennifer CartyAssociate Member

Jennifer Carty is the managing director of Altus, a full-service marketing and visual branding agency in Sint Maarten, Dutch Caribbean.

Jennifer established Altus in 2013, after obtaining her Bachelors degree in Communication & Multimedia Design as well as her Masters degree in Communication Science in the Netherlands.

Within her capacity as Altus, Jennifer has worked for the Wine and Spirits industry for the Dutch Caribbean region, by developing marketing communication strategies and campaigns for world renowned brand portfolios, such as Moet-Hennessy and Stoli Group. Market research and trend analysis made up a large part of her work in this industry as existing data of the Dutch Caribbean market is not readily available.

With over 10 years experience in print and digital design, Jennifer specializes in developing corporate brand identities and has a passion for sleek and modern design.

Jennifer continues to strive for smart and meaningful concepts and to constantly challenge the generic with a blend of creativity and strategy.

Jennifer Carty
Who We Are
Dennis CrijnsAssociate Member

Dennis Crijns is managing director and co-founder of Bluegg. He started his firm in 2010 after 15 years of management positions within corporate organisations linked to commercial environments. He led his company to long term relationships with global clients. Dennis is a result driven person and always looking for positive solutions, opportunities and collaboration. He has a deep interest in the people-side of organisations and combines his strategic and analytical strengths with his expertise of emotional intelligence and body language for business, to help organisations with positive change. Global partnerships (see below) and a team of highly motivated professionals makes Bluegg a trustworthy partner with a proven portfolio that include projects that successfully improve sales forces, leadership teams, hospitality and departmental efficiencies (such as in showrooms, helpdesks, service areas, call centers, etc.) within organisations. As a certified Vital Signs Assessor and Customer Loyalty expert (NPS), Dennis has also implemented change programs and spearheaded several leadership programs for middle and upper management and helped organisations to place the highest priority on creating ambassadors to represent what they stand for as individuals or as a company, thereby building long-lasting relationships based on loyalty.

Partnerships: Preferred Partner Six Seconds – the emotional intelligence network. Preferred Partner and European Director Centre for Body Language. Associate member Fresh Group.

Dennis Crijns
Who We Are
Eddy VandeweyerAssociate Member

Eddy Vandeweyer is managing director and co-founder of Bluegg. In 2009, after 34 years of management positions within corporate organisations linked to commercial environments, he started his own business. Working with Eddy is great fun! He managed to keep the blade sharp, and is always looking for positive opportunities. The way he kept the spirit in an organisation helps them to achieve their goals. He is successful in finding the balance between getting results and stimulation of a professional but pleasant and positive work climate. Eddy has a deep interest in people which helps him to support and consult organisations and individuals to be successful in positive change. Global partnerships (see below) and a team of highly motivated professionals makes Bluegg a trustworthy partner with a proven portfolio that include projects that successfully improve a sales forces, leadership teams, hospitality and departmental efficiencies (such as in retail-shops, showrooms, helpdesks, service areas, call centers, hotels etc.) within organisations. If you want to know more about Eddy and Bluegg, make an appointment and get to know us and our strengths.

Partnerships: Preferred Partner Six Seconds – the emotional intelligence network. Preferred Partner and European Director Centre for Body Language. Associate member Fresh Group.

Eddy Vandeweyer
Who We Are
MEG ArchitectsGerhard ElsAssociate Member

Gerhard graduated with a Masters Degree in Architecture from the University of the Freestate in 1979. He joined the firm Maree Els & Partners in 1984 and is currently the managing partner of MEG Architects. During his 35 years of practice Gerhard has completed a multitude of projects ranging from residential to industrial.
Gerhard never backs down from a challenge; a trait that he lives by competing in extreme long distance sporting events such as ultra-marathons and the local Iron Man Series.

Gerhard Els
Who We Are
Jordan Parnass Digital Architecture Jordan Parnass, AIA RIBA LEED AP CPHDAssociate Member

As principal of JPDA, Jordan has been the creative force behind the firm’s award-winning projects worldwide. With 20 years of experience, he has consistently kept the firm at the leading edge of integrating new technology and practices into the work. Jordan is a Certified Passive House Designer (CPHD) and a LEED Accredited Professional who holds a BA in Art and Semiotics from Brown University, and a Masters of Architecture from Columbia University.

Jordan Parnass, AIA RIBA LEED AP CPHD
Who We Are
Fresh, UKSimon WardleManaging Director

Simon is Managing Director of Fresh Design International in the UK. Establishing Fresh in 2005 he has since led the company to long-term business relationships with global clients, culminating in the development of the Fresh network of member agencies.

He is responsible for all business in Europe, the Middle East, Africa and Asia. Having a long career in roles linked to the construction and retail design sectors, his experience of the supply chain is diverse. From printing, acrylic and metal fabrication and joinery to POP design and project management to full fit-out programs, Simon has a deep knowledge of interiors and retail design.

He is passionate about design and people and dedicates himself to delivering great results from both.

Simon Wardle
Who We Are
Store Planning 360Luis GarciaAssociate Member

A graduated Architect from the ITESM, Mexico, Luis is the Visual Merchandising & Store Planning Operations Manager at SP-360, overseeing the departments of concept architecture, fixture design, graphic & communication design, and visual merchandising.
In his previous experience as Display Campaign Senior Executive for Liverpool, Latin America´s most influential retailer, Luis worked for top brands like Polo Ralph Lauren, Nautica and Lacoste, among others, with recognised results on brand image campaigns.
Throughout his working career, Luis has followed his passion to create innovative solutions in retail customer experience for global brands such as Sephora, Calvin Klein, Nike and Harley-Davidson; he is always focused on managing all projects with a high degree of creativity and profitability, achieving outstanding results for SP-360 customers.

Luis Garcia
Who We Are
Fresh, UKPaul InnesCreative Director

Paul Innes is the Creative Director of Fresh Design International’s UK office driving design direction and standards.

Graduating from university with a first class honours degree in museum and exhibition design, Paul has continued to develop his skills for a broader market. With 15 years of experience in the creation of retail interiors and display equipment he has proved many times to have an eye for detail that is second to none. A co-founder of Fresh Retail Design & Display Ltd, Paul has had a fast track career, impressing clients along the way with his innovative design ability. Having designed more than ninety Harley-Davidson dealerships along with private residences, high-street fashion stores and commercial office environments, Paul continues to develop his knowledge of, and vision for, the interior design sector.

Paul Innes
Who We Are
Takefumi Suzuki

Suzuki is Fresh Design International Japan’s director of projects; he is in charge of the project management and client interaction in Japan. He is an Industrial Design graduate of Chiba Institute of Technology and 2nd class Architect who has received additional, postgraduate training from the Manchester School of Architecture.

Suzuki’s varied experience with local and international companies include the likes of Benugo Japan, Corning Japan, E-DA in Taiwan, Linklaters, Paramount Japan, The British School in Tokyo, and Veloqx Asset Management Corp.

Takefumi Suzuki
Who We Are
ColombiaAdriana SoteloAssociate Member

Adriana is a Marketing and Communications specialist, passionate about Retail, Trends, Culture, Design, Visual Merchandising and Project Management. She is also a Visual Artist who has worked in the Art and Retail fields in Europe, USA and Colombia.

Adriana is a self-driven, engaged professional who is constantly providing coherent solutions with commercial impact for her clients. She is very conscious of the importance of understanding customers and meeting their needs, always studying the market, its trends and bringing tools that are practical to use on a daily basis to improve in-store performance.

She has successfully coached and directed multicultural teams as part of the communication studio Impacto SPRL in Belgium, working for brands like Levi ́s, Dockers and Triumph International among others. She also took part of the IKEA Belgium team as Visual Merchandising Manager for the Anderlecht store where she became also a recruiter and a trainer for national programs which focused on spreading new VM principles for stores worldwide.

In Colombia, she has developed Visual Merchandising and Window Display program for Universidad de los Andes, oriented to create a Colombian network of professionals working in the retail sector. She is part of several academic programs in the most prestigious Universities in the country. She has also participated in projects with the Colombian Chamber of Commerce, Falabella, Integrapyl and Natura as a consultant which have allowed her to open a wider space for this discipline in the Colombian retail market.

Adriana Sotelo
Who We Are
Fresh, USATiera LindseyDirector of Design

Tiera Lindsey is director of design at the Fresh Design International US office. A graduate from the University of Texas, she has a degree in Interior Design.

She has over 15 years of interior design experience where she has focused on commercial and retail design. Starting her career at Pavlik Design Team, Tiera was studio leader where she managed all phases of turn-key projects overseeing everything from store design and architecture to final construction.

Later, she opened her own retail design firm and ultimately joined forces with Fresh in 2012. Her multi- faceted portfolio includes award winning department stores, boutique retail stores, auto dealerships, restaurants, cafés, and several private residences.

Having worked closely with clients such as Macy’s, Paradies Shops, Guinness and Lexus, Tiera produces thoughtful and cost-effective design solutions always making sustainable practice a priority.

Tiera Lindsey
Who We Are
MEG ArchitectsTienie Van RooyenAssociate Member

Graduating in 2009 with a Masters degree in Architecture from the University of Pretoria, Tienie worked as a freelance designer and architect during the majority of 2010. Through serendipitous circumstances he was appointed by MEG Architects to take the stead of a former classmate in November 2010 and has since participated in, designed and managed numerous successful projects for the firm. Tienie actively pursues innovative solutions to opportunities presented by every project’s unique circumstances while always keeping best practices and sustainable design as his guiding principles.

Tienie is enthusiast of all aspects of design and not wanting to be limited to pure architectural design, he experiments with bespoke furniture, lighting and object design in his free time. In 2012 Tienie was honoured as a finalist in a National luminaire design competition.

Tienie Van Rooyen
Who We Are
Store Planning 360Aimee PenicheAssociate Member

Aimée is the founder and CEO of SP-360, the only design firm in Mexico that specializes in complete retail projects. She is responsible for driving the Company to its fast and successful growth within the retail services industry in Mexico.

SP-360 originated from Aimée’s extensive professional experience (over 18 years). As a dedicated and passionate professional, Aimée held many important positions in large international brands such as Adidas Group, Nike and Best Buy, acquiring an invaluable experience in all kind of integrated retail projects.

SP-360 is now the only Company in Mexico that provides all of these specialized retail services under one single “roof”.

Aimée is clearly a results driven person, passionate and always looking to provide a unique and comprehensive brand image to all her clients, achieving measurable profitability of the design concepts on the areas of architecture, fixture, graphic & communication and visual merchandising.

She believes that in today’s world only such an approach would allow firms to compete and grow on a highly competitive environment.

One of the reasons for Aimée’s success is her unique vision, which she is always willing to share with her customers, and that often exceeds their expectations.

Aimee Peniche
Who We Are
Fresh, USAAndres PereaManaging Partner

Andres Perea is the managing partner of the Fresh Design International US office, overseeing all US and Latin American business.

Andres began his career at Pavlik Design Team. As an account executive at the firm, he managed a large design team and accounts in the US and internationally such as General Motors, United Telecommunication Services, Landmark Gulf Group (GCC) and Reliance Industries Retail (India).

He left Pavlik in 2010 to open his own retail design practice, later merging his practice with Fresh as a result of a successful partnership that started in 2012.

Andres is a successful, driven individual who is always focused on business development. He has exceptional expertise in business relations and client satisfaction. Andres also brings his finely tuned skill of communicating branding philosophy, creative direction, and corporate objectives that surpass both internal and customer expectations.

Andres Perea
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