Jessica Steller

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	<title>Jessica Steller</title>
	<link>https://jessicastellerportfolio.com</link>
	<description>Jessica Steller</description>
	<pubDate>Mon, 16 Jun 2025 08:58:30 +0000</pubDate>
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		<title>Slideshow</title>
				
		<link>https://jessicastellerportfolio.com/Slideshow</link>

		<pubDate>Wed, 16 Apr 2025 06:02:39 +0000</pubDate>

		<dc:creator>Jessica Steller</dc:creator>

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		<description>Marketing —&#38;nbsp;Strategy — Cultural Placemaking 
From Vision to Horizon;
Culture Shaped,
 Destinations Made


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		<title>NEOM</title>
				
		<link>https://jessicastellerportfolio.com/NEOM</link>

		<pubDate>Wed, 16 Apr 2025 06:02:44 +0000</pubDate>

		<dc:creator>Jessica Steller</dc:creator>

		<guid isPermaLink="true">https://jessicastellerportfolio.com/NEOM</guid>

		<description>
	NEOM: Public Art Procurement &#38;amp; Advisory Strategy
&#60;img width="1000" height="614" width_o="1000" height_o="614" data-src="https://freight.cargo.site/t/original/i/c65863b89babed558ebe26e5c773e1f7f055e97b4e1f961c7c26af039a13949b/Ti.jpg" data-mid="234390752" border="0"  src="https://freight.cargo.site/w/1000/i/c65863b89babed558ebe26e5c773e1f7f055e97b4e1f961c7c26af039a13949b/Ti.jpg" /&#62;
&#60;img width="800" height="533" width_o="800" height_o="533" data-src="https://freight.cargo.site/t/original/i/91db642bb26298658e50d4170096a47b6031ae047c3029c4de439e88d3e26369/what-is-neom-project.jpg" data-mid="234154397" border="0"  src="https://freight.cargo.site/w/800/i/91db642bb26298658e50d4170096a47b6031ae047c3029c4de439e88d3e26369/what-is-neom-project.jpg" /&#62;&#60;img width="960" height="540" width_o="960" height_o="540" data-src="https://freight.cargo.site/t/original/i/28f16f9fa6bf39ef23f5f99717561905ac4dd8a707fe638ec8a1992f0381e131/Jessica-Steller_NP.jpg" data-mid="234390750" border="0"  src="https://freight.cargo.site/w/960/i/28f16f9fa6bf39ef23f5f99717561905ac4dd8a707fe638ec8a1992f0381e131/Jessica-Steller_NP.jpg" /&#62;

	Project Type: 
A citywide public art commissioning and governance framework for NEOM, part of Saudi Arabia’s $500B megacity initiative.
Overview: 
Developed the strategic systems guiding artist selection, procurement, and cultural governance for one of the world’s most ambitious urban developments.

As a consultant for NEOM, I was responsible for developing the procurement and commissioning framework for public art and cultural infrastructure across the region’s expansive masterplan. I created a dual-path strategy that allowed for both single-tender and competitive processes, offering flexibility based on project scale, curatorial goals, and strategic visibility. The framework was aligned with the RIBA Plan of Work as well as U.S. architectural standards, ensuring compatibility with international firms while meeting NEOM’s internal governance requirements. My aim was to design a system that was both visionary and practical, one that could scale effectively and position NEOM as a leading global cultural destination.Alongside this, I developed the strategy for NEOM’s Cultural Advisory Board, outlining its governance structure, defining member composition, and establishing a clear process for its involvement in curatorial, technical, and policy decision-making. I ensured that the board held meaningful influence, extending beyond artist selection into areas such as feasibility assessments, ethical considerations, and long-term stewardship. I also advised on how the board could collaborate with NEOM’s legal, planning, and executive teams, embedding cultural leadership into the organization’s core development framework. This work required a balance of creative understanding and operational clarity, bridging artistic vision with institutional strategy. 
 The systems I established continue to support NEOM’s ability to scale its public art program with transparency, accountability, and cultural integrity. By integrating creative direction with legal, financial, and urban development protocols, I helped lay the groundwork for a commissioning process that attracts exceptional talent while protecting curatorial values. This model remains a guiding structure for how culture is embedded across NEOM’s landscape, ensuring that artists, architects, and collaborators are supported by a robust and future-focused infrastructure.


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		<title>New Murabba</title>
				
		<link>https://jessicastellerportfolio.com/New-Murabba</link>

		<pubDate>Wed, 16 Apr 2025 06:02:43 +0000</pubDate>

		<dc:creator>Jessica Steller</dc:creator>

		<guid isPermaLink="true">https://jessicastellerportfolio.com/New-Murabba</guid>

		<description>

	New Murabba: Cultural Procurement &#38;amp; Commissioning Strategy

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	Project Type:A large-scale cultural infrastructure and public art commissioning framework for Riyadh’s next-generation downtown district, part of Saudi Arabia’s Vision 2030 initiative.


Overview:Created the strategic roadmap for artist procurement, commissioning pathways, and cultural governance within New Murabba, ensuring the integration of public art into the urban planning and development lifecycle.

At New Murabba, I was responsible for designing a comprehensive procurement and commissioning strategy for the district’s public art program. I developed a dual-path approach that supported both single-tender and competitive proposals, tailored to project scale, curatorial ambition, and budget requirements. This framework was aligned with both RIBA stages and U.S. architectural protocols to ensure international adaptability while maintaining compliance with regional planning structures. My goal was to deliver a strategy that was culturally meaningful, operationally scalable, and structurally aligned with long-term urban development objectives.


In addition to the commissioning model, I proposed the formation of an independent Cultural Advisory Board and defined its governance structure, selection methodology, and integration within the broader approval process. The board’s remit extended beyond artist selection to include oversight of feasibility, ethics, stakeholder engagement, and curatorial coherence. I worked across disciplines—urban planning, legal, and executive leadership—to embed cultural thinking into every stage of the development’s decision-making process. This work required translating creative intent into actionable policy, ensuring artistic excellence was embedded from vision to implementation.


The strategy I delivered helped position New Murabba as a global cultural destination with a clear and accountable commissioning framework. By formalizing the relationship between curatorial ambition and governance, the model supports transparent artist selection, encourages international collaboration, and protects the cultural integrity of the project as it evolves. It now serves as the foundation for embedding art and cultural infrastructure into one of the most high-profile urban developments in the Middle East.


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		<title>Ace Hotel Group</title>
				
		<link>https://jessicastellerportfolio.com/Ace-Hotel-Group</link>

		<pubDate>Wed, 16 Apr 2025 06:02:48 +0000</pubDate>

		<dc:creator>Jessica Steller</dc:creator>

		<guid isPermaLink="true">https://jessicastellerportfolio.com/Ace-Hotel-Group</guid>

		<description>


	Ace Hotel Group: Global F&#38;amp;B Hospitality Marketing &#38;amp; Strategy


&#60;img width="2048" height="1366" width_o="2048" height_o="1366" data-src="https://freight.cargo.site/t/original/i/c1daf268edbe1ce8eed71627014bec9695a75c3913cbd747a55709c6a9316ed2/473221532_933679238741013_1900626669594344476_n.jpg" data-mid="234087025" border="0"  src="https://freight.cargo.site/w/1000/i/c1daf268edbe1ce8eed71627014bec9695a75c3913cbd747a55709c6a9316ed2/473221532_933679238741013_1900626669594344476_n.jpg" /&#62;
 

	Project Type:A multi-market F&#38;amp;B brand and marketing strategy spanning culinary, beverage, lifestyle, placemaking, and cultural programming across Ace Hotel properties in North America, Europe, and Asia.

&#60;img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/38cbec469485f8e81c657965de8211abf547d07f3eae040bd6087cf245651caf/Adobe-Express---file.jpg" data-mid="234154424" border="0"  src="https://freight.cargo.site/w/1000/i/38cbec469485f8e81c657965de8211abf547d07f3eae040bd6087cf245651caf/Adobe-Express---file.jpg" /&#62;


Overview:Led global F&#38;amp;B marketing and brand strategy for Ace Hotel’s hospitality portfolio, delivering record-breaking results through integrated campaigns, placemaking initiatives, strategic partnerships, and full-spectrum hospitality marketing across restaurants, bars, and cafes.
&#60;img width="1700" height="1438" width_o="1700" height_o="1438" data-src="https://freight.cargo.site/t/original/i/34f37482d74da63009966355041f93d3c15833b385e8ce26d11c246b18fac433/Screenshot-2025-06-03-at-5.03.42-PM.png" data-mid="234154434" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/34f37482d74da63009966355041f93d3c15833b385e8ce26d11c246b18fac433/Screenshot-2025-06-03-at-5.03.42-PM.png" /&#62;At Ace Hotel, I led the global F&#38;amp;B marketing strategy across the brand’s hospitality offerings, while also driving cross-functional creative direction for restaurants, cocktail bars, and CPG initiatives. My work extended across North America, Europe, and Asia, overseeing integrated campaigns, partnerships, paid media, and cultural activations that positioned Ace as a leader in experiential hospitality. I collaborated closely with property teams, chefs, beverage leads, and creative studios to ensure each offering was brought to market with a compelling, cohesive voice rooted in place and cultural context.

I was proud to oversee several high-impact brand partnerships and culinary moments, including the NOMA Kyoto residency, one of the most prestigious and high-profile global restaurant collaborations in recent years, the St. John pop-up at Ace Hotel Brooklyn, Restaurant Pearl Morissette in Toronto which was ranked the best in Canada in the 2025 top 100 restaurants list,&#38;nbsp;the Stumptown Coffee partnership, which expanded across multiple markets and included CPG retail integration, lobby cafe experiences, and co-branded campaigns.These initiatives weren’t just marketing milestones—they were cultural statements that elevated brand equity and guest engagement while directly supporting sales and long-term visibility.


&#60;img width="1391" height="1288" width_o="1391" height_o="1288" data-src="https://freight.cargo.site/t/original/i/2d5fb7428cdbcb22352ee0f02f9488bf15b8e46610d0aee79fba7b480da67b4d/St.John.jpg" data-mid="234154433" border="0"  src="https://freight.cargo.site/w/1000/i/2d5fb7428cdbcb22352ee0f02f9488bf15b8e46610d0aee79fba7b480da67b4d/St.John.jpg" /&#62;
During my time with Ace Hotels, we achieved the highest food and beverage revenue month in Ace Hotel history, driven by performance marketing, property-specific campaign support, and ongoing refinement of our culinary messaging strategy. I helped evolve Ace’s hospitality identity beyond traditional F&#38;amp;B, shaping how bars, restaurants, and in-room dining intersect with lifestyle, design, and community. From menu rollouts and new concept development to launching bar programs and branded partnerships, I guided the creative and marketing direction at every stage, ensuring consistency, relevance, and emotional impact across digital, print, and on-site channels.
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This work reflects a central theme in my broader career: using marketing as a cultural engine to elevate hospitality experiences, grow revenue, and build deeply resonant brand identities. It also underscores my ability to lead at the intersection of strategy and storytelling, transforming individual offerings into larger movements that resonate across cities, audiences, and industries.


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		<title>NEOM — Trojena</title>
				
		<link>https://jessicastellerportfolio.com/NEOM-Trojena</link>

		<pubDate>Wed, 16 Apr 2025 06:02:47 +0000</pubDate>

		<dc:creator>Jessica Steller</dc:creator>

		<guid isPermaLink="true">https://jessicastellerportfolio.com/NEOM-Trojena</guid>

		<description>NEOM - Trojena: Public Art Curatorial Direction

&#60;img width="1000" height="614" width_o="1000" height_o="614" data-src="https://freight.cargo.site/t/original/i/c65863b89babed558ebe26e5c773e1f7f055e97b4e1f961c7c26af039a13949b/Ti.jpg" data-mid="234394899" border="0"  src="https://freight.cargo.site/w/1000/i/c65863b89babed558ebe26e5c773e1f7f055e97b4e1f961c7c26af039a13949b/Ti.jpg" /&#62;Project Type:Curatorial strategy and large-scale public art commission for the lake district of Trojena, a central destination within NEOM’s mountain tourism zone.


Overview:Developed a site-specific curatorial framework and commissioning strategy for a multi-phase public art program at Trojena, integrating poetry, sculpture, and sensory installations into the landscape to support NEOM’s cultural, tourism, and placemaking goals.

At Trojena, I led the curatorial direction for a major public art initiative surrounding the central lake, designing a vision that brought together Saudi heritage, contemporary artistic practices, and the region’s unique environmental context. 


I worked closely with landscape architects, engineers, and master planners to ensure the artworks were seamlessly integrated into the site plan, including pedestrian paths, roadways, and natural features.


My approach emphasized the inclusion of Saudi artists and writers, while aligning with international standards for large-scale cultural commissions. I partnered with Futurecity to shape the presentation strategy and gain alignment with NEOM leadership, ensuring the project reflected both the artistic integrity and long-term tourism vision of the district. This work positioned Trojena’s art program as a cultural landmark, fusing public art, narrative placemaking, and Saudi creativity into one cohesive destination experience.
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		<title>About Me</title>
				
		<link>https://jessicastellerportfolio.com/About-Me</link>

		<pubDate>Sat, 31 May 2025 05:22:23 +0000</pubDate>

		<dc:creator>Jessica Steller</dc:creator>

		<guid isPermaLink="true">https://jessicastellerportfolio.com/About-Me</guid>

		<description>&#38;nbsp; &#38;nbsp; &#38;nbsp;


&#60;img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/e4d60c6876d2a15d7f168d52cdb254be5c95a8e39ba96aa97eca2d5c90682c10/Jessica_Steller.jpg" data-mid="233944717" border="0"  src="https://freight.cargo.site/w/1000/i/e4d60c6876d2a15d7f168d52cdb254be5c95a8e39ba96aa97eca2d5c90682c10/Jessica_Steller.jpg" /&#62;
Jessica Steller, MA, MBA Candidate
Villanova University
Master of Business Administration - MBA
Expected 2027Merit Scholarship Recipient
 
New York University (NYU)Master of Arts in Visual Arts and Design Administration - MA
Parsons School of DesignBachelor of Business Administration in Design and Management - BBA

Duke UniversityCertificate in Digital Media and Marketing


I work where storytelling meets placemaking, shaping how people experience culture, hospitality, and place through the lens of marketing and design. At its best, my work reveals how marketing, branding, and strategy intersect to communicate a city’s or brand’s ambitions, and how thoughtful placemaking can catalyze long-term cultural and civic value.


At Ace Hotel, I lead global marketing for food and beverage, overseeing strategy, creative development, and brand storytelling across all culinary concepts. Under my leadership, we've delivered record-breaking performance, including the company’s highest-grossing month in history. Each campaign is rooted in a sense of place, layered with community insight, digital fluency, and design thinking, translating not just what we serve, but how we belong.


My collaborations include NOMA’s Kyoto residency, the St. John takeover in Brooklyn, and a global brand integration for Stumptown Coffee. These aren’t just culinary activations; they’re storytelling engines. Built to expand brand equity and spark international media attention, they remain deeply anchored in the spirit of each space. For me, marketing is never just about visibility; it’s about creating emotional resonance, shaping identity, and inviting people into a meaningful experience.


Beyond hospitality, I run a consultancy focused on public art infrastructure, luxury development, and cultural programming across the Middle East. I’ve worked on some of the region’s most ambitious cultural initiatives, guiding cities and brands in expressing their aspirations through space, story, and public engagement.


As part of the all-female team that led the development of Riyadh Art, I helped take the project from concept to funding to execution. By aligning public and private stakeholders around a shared narrative, we secured $3.4 billion in investment and presented directly to HRH Mohammad Bin Salman. The result is the world’s largest public art initiative, a living example of how creative strategy can drive urban transformation and express the ambitions of a city through its streets, stations, and public squares.


At NEOM, I shaped the curatorial and commissioning strategy for the city’s public art program, building a centralized artist bank and leading creative direction for procurement. My role bridged the poetic and the pragmatic, ensuring that large-scale concepts were grounded in technical feasibility, while still delivering on vision. Again, the work was not just about aesthetics. It was about articulating a new kind of place and using branding and design to give form to a future-oriented identity.


For Trojena, NEOM’s cultural lakefront district, I developed a two-part commission exploring nature, pilgrimage, and national reflection. I collaborated with Saudi artists, poets, and engineers to create immersive sculptural works that felt both monumental and intimate. The work was as much about landscape as it was about legacy, an expression of how place-based storytelling can resonate across generations.


In New Murabba, I advised on the commissioning framework for a new urban district, aligning architectural planning with curatorial vision and operational systems. My contribution ensured that the cultural fabric of the development was interwoven from the start, with branding and placemaking used to express ambition, anchor experience, and invite civic participation.


I also served as strategic lead on the Riyadh Metro public art initiative, embedding storytelling into 85 transit stations across 176 kilometers of lines. This wasn’t about decoration. It was about identity. We transformed infrastructure into narrative, offering a way for residents to see their city through the lens of creativity, memory, and pride.


My consulting work continues to support hospitality, luxury, and real estate development across the Gulf. I advise teams on how marketing and placemaking can work together to deepen emotional connection, bringing architecture, branding, and public experience into alignment. I think of branding not as a surface layer but as something that lives within the bones of a space, felt in how people move, how they gather, and how they remember.


In the U.S., I’ve led experiential campaigns across New York, the Hamptons, and San Francisco. My creative production and digital strategies are built to move fluidly across platforms while maintaining a deep sense of place. The Jen Stark installation at The William Vale, for example, transformed a visual moment into a cultural touchstone, local in tone, global in reach.As Marketing &#38;amp; Creative Director of Steller Consulting, I collaborate with both B2B and B2C clients to shape marketing strategies, digital campaigns, multi-channel plans, and content ecosystems across a range of sectors including hospitality, real estate, luxury, the arts, and cultural institutions. My work spans strategic direction and creative development, grounded in a belief that brand and audience alignment is both art and architecture. Select clients and collaborations include: Al Nakheel Mall, Stuart Weitzman, Hudson Valley Museum of Contemporary Art, Anastasia Photography Gallery, Marc Straus Gallery, The Japan Society, and The Wadsworth Atheneum.


Earlier in my career, I led marketing for SAAF.com, a Saudi-based luxury retail concept, and served as a design advisor to the Saudi Arabian Monetary Agency. In both roles, I helped craft institutional identities through storytelling, visual media, and design-forward communication.


One of the most joyful projects I’ve led was Joyous Gardens, a civic art initiative where I worked with artists, engineers, and municipalities to design sculptural playgrounds that were safe, beautiful, and community-driven. It was a reminder that public art can be both playful and powerful, anchored in emotion, built to last.


I began my career in New York, working with FLATT Magazine, Lipman Advertising, and The Hole Gallery. These early roles grounded me in luxury, culture, and campaign strategy, and gave me a fluency across disciplines that continues to shape my approach today.


What connects all of this work is a belief that cities, brands, and cultural spaces are not just built, they are expressed. When done well, marketing becomes a way of showing who we are and where we’re going. It can turn infrastructure into identity, experience into memory, and aspiration into action.


I continue to mentor women in leadership and advocate for innovation in hospitality, cultural programming, and urban storytelling. Across every project, I return to the same idea: that marketing is not just about visibility, it’s about meaning, emotion, and the ability to create lasting resonance through story, place, and experience.


When I'm not working. You’ll find me on a tennis court, at a gallery opening, or thumbing through bins of obscure shoegaze and grunge records in search of something that sounds like a memory. I collect rare vintage band tees and frequent flyer miles in equal measure, and I’m always in search of the perfect martini, ideally cold, clear, and quietly excellent. The perfect martini, I’ve learned, is made in the quiet magic of who you share it with.


I split my time between lingering dinners and slow mornings with my one-year-old niece and my 101-year-old grandmother. Two very different age groups, both unreasonably wise. I read autobiographies of people who’ve shaped culture and time, write occasionally for art publications where I get the honor to interview some of today's most creative minds, often talk jazz and the Yankees with my father, and talk about growing hydrangeas like my mother once did, part nostalgia, part ambition.


Somewhere in the mix: a stint in Paris influenced my fixation on finely structured blazers, a reluctant dependence on the Saint Laurent 60mm Wyatt boot (thanks to Hedi Slimane and his tenure at Dior Homme), and Cowboy, my rescue cat, who acts more like an eccentric flatmate with great taste and no job.


I collect art the same way I collect memories, with range and sentiment. My walls hold pieces from legends like Kara Walker and quiet, wabi-sabi Japanese pottery that I bought on my last trip to Kyoto, right alongside my niece’s handmade birthday cards, which are equally important, unknowingly influenced by Jackson Pollock, and arguably just as profound.


If there’s a throughline to it all, whether it’s an obsession with structure, a love of storytelling, the way I approach style, or the quiet ritual of a proper dry martini, it’s a belief in character, in craft, and in a quiet respect for restraint, an ongoing effort to find meaning in simplicity and beauty in the everyday.

Personal Photography and Field Notes from Saudi Arabia: Here&#38;nbsp;


&#60;img width="800" height="592" width_o="800" height_o="592" data-src="https://freight.cargo.site/t/original/i/19959c6be9941e4bf4adc73efc9a9bd45527c3f12fc482e9ec25582cfcc5129c/IMG_2589-1.jpeg" data-mid="236839033" border="0"  src="https://freight.cargo.site/w/800/i/19959c6be9941e4bf4adc73efc9a9bd45527c3f12fc482e9ec25582cfcc5129c/IMG_2589-1.jpeg" /&#62;

	
CLIENTS &#38;amp; COLLABS ARTFUTURECITY ARTTHE HOLE GALLERYUNTITLED ART FAIRBORIS MICKA GROUPBIGUAP COMPANY ARRIYADH DEVELOPMENT AUTHORITYSLEEK MAGAZINEFLATT MAGAZINEWHITEWALL MAGAZINEFRIEZE ART FAIRTHE ARMORY FAIRTHE NYU KIMMEL CENTERBULLETT MAGAZINETHE JAPAN SOCIETY WHITEHOT MAGAZINEHVMOCAMARC STRAUS GALLERYTHE GREY ART GALLERYANASTASIA PHOTOGRAPHY


	FASHIONCOLE HAANPAMELLA ROLANDRALPH LAURENRUBIN SINGERROCHASPRABAL GURUNGSALLY LAPOINTEMARIA CORNEJOCUSHNIE ET OCHSMONUMENTAL CLOTHINGSTUART WEITZMANTUMISAAF.COM


	LIFESTYLEHAVAS BOUCHERIE GROUPLIPMAN ADVERTISINGHOLLWICH KUSHNEROMNIA DUBAI
AL NAKHEEL MALLCROWN JEWEL MALLSAUDI ARABIA MONETARY AUTHORITYKORSBAR INC.BEE TEA DIRECTID BIG DATAGROTON PLACE ESTATESLIG MEDICAL CENTER
</description>
		
	</item>
		
		
	<item>
		<title>Field Notes from Saudi Arabia</title>
				
		<link>https://jessicastellerportfolio.com/Field-Notes-from-Saudi-Arabia</link>

		<pubDate>Tue, 15 Apr 2025 05:53:49 +0000</pubDate>

		<dc:creator>Jessica Steller</dc:creator>

		<guid isPermaLink="true">https://jessicastellerportfolio.com/Field-Notes-from-Saudi-Arabia</guid>

		<description>How It Changed—and So Did I


&#60;img width="1179" height="1167" width_o="1179" height_o="1167" data-src="https://freight.cargo.site/t/original/i/72fb62c6acdea6c234e41c971a1ae25d5c52452715f239cc8502479354f56a7c/IMG_2588.jpeg" data-mid="234571567" border="0"  src="https://freight.cargo.site/w/1000/i/72fb62c6acdea6c234e41c971a1ae25d5c52452715f239cc8502479354f56a7c/IMG_2588.jpeg" /&#62;


I started flying to Saudi Arabia in 2015.&#38;nbsp;Once a month, every month. After a blur of business class lounges, jet lag that felt less like a time shift and more like a personality change, suitcase roulette, and layovers that defied logic, it somehow turned into a second home. At first, it was all quiet beige corridors, polite silences, and rules that clung like Saudi dust.


There was something spectacular...and almost surreal...about arriving in Riyadh before tourism had touched it. No souvenir shops, no tour groups, no curated experiences. Just the raw, unfiltered rhythm of a city living entirely for itself. We were there not as visitors, but as collaborators. In 2015, we were laying groundwork for public art, urban design, and cultural strategy that hadn’t existed yet, part of the early visioning work that would one day help reshape how the world experiences Saudi cities.


Back then, our coworker Mohammad would meet us at the airport, and the religious police, the mutawa, still had enough presence to make sure my female coworker sat in the back seat. It was just the way things were. No questions, no options.


But over time, something shifted. The country didn’t just change. It cracked open. By late 2019, when the first tourist visas were introduced, Riyadh was already starting to hum with a different kind of energy: open-air art festivals, experimental architecture, cafés filled with young Saudis talking about startups and sustainability. I watched, firsthand, as a city once closed to outsiders began telling its story to the world. And in some small way, I got to help write the prologue.

I remember the first time our Saudi team member picked me up from the hotel. She was driving. That was June 2018. A woman behind the wheel, something that had been illegal just a day before. I still remember the quiet pride on her face. No ceremony. Just motion. Like it had always been that way.

As we drove, she asked me to put on music. I cued up Rage Against the Machine... or what I called them Rage Against the Beige, a hint, maybe, of what was coming. She had never heard real rock music before. She laughed, and cranked it up. The streets of Riyadh had never sounded like that. A few years later, I’d wake up in my NYC apartment to a photo she sent me: her and a group of friends, grinning under stage lights at MDLBEAST Soundstorm, Saudi’s first major music festival. From silence to decibels, just like that.

In 2015, women voted in municipal elections for the first time. That same year, I saw art books wrapped in brown paper, smuggled in like contraband. By 2020, we were installing public sculptures across the city as part of Riyadh Art. Not just bringing art into the public, but making it part of the architecture. Part of the future.

We brought in artists of all backgrounds, identities, and cultures. Saudi, South Asian, North African, European, American. Not to drown out the local scene, but to hold up a mirror. To show that Saudi had something to say. That it wasn’t just catching up. It was rewriting the rules. This wasn’t just about filling space with sculpture. It was about stretching the edges of what was possible. It was a small step toward a larger integration of people and ideas. A preview of a more open, layered society beginning to take shape. 

There was a time when even the idea of public art was controversial. Now it’s the largest public art initiative in the world. We found artists tucked away in corners. Painters, sculptors, photographers. Some had never shown their work outside their homes. We gave them a platform. Not just to learn, but to be seen. 

The country got louder. Social media exploded. Cafes buzzed with voices that once kept to themselves. I sat in a cinema and watched a film in a public theater in Riyadh for the first time. Men and women in the same room. Not whispering. Just watching.

Art played a role in all of it. In shaping identity. In reclaiming space. In imagining what could come next. There’s no tidy bow to put on a place like this. It’s still in motion. But what I can say is this: I saw a place go from silence to signal. From closed doors to wide open galleries. From "not allowed" to "now showing."

And I’m still watching.

&#60;img width="680" height="844" width_o="680" height_o="844" data-src="https://freight.cargo.site/t/original/i/c05dc428c9fc4b304f42dbd8bab5acb392960c2c0a6e3628c27d331a4bd0f6a1/Screenshot-2025-06-15-at-3.13.22-AM.png" data-mid="234573552" border="0"  src="https://freight.cargo.site/w/680/i/c05dc428c9fc4b304f42dbd8bab5acb392960c2c0a6e3628c27d331a4bd0f6a1/Screenshot-2025-06-15-at-3.13.22-AM.png" /&#62;
Some of these photographs were taken during my own fieldwork and research across Saudi Arabia, while others capture moments from intense project periods and visits to the Royal Courts, where I had the honor of presenting to HRH Mohammad bin Salman.There were countless nights of work that bled into morning. 4 a.m. meetings lit by fluorescent office light. Helicopter rides over raw desert for GSI data. Scrambled flights to Jeddah for eleventh-hour sessions with the Ministry of Finance or the Ministry of Culture. Presentations to the mayor, the head of the RDA, a blur of thobes and bottled water and bullet points.


But there were other days, too. Days spent quading through red sand dunes, camping out under stars by Wadi Hanifa, hiking the cliffs to the “Edge of the World.” Meals cooked over open flame by friends and families who treated us like their own. Camel beauty contests organized by the Qahtani tribe. Shopping at Harrods. Lightning storms that danced across the dunes like something biblical. Dust storms that swallowed the highway whole and made me miss my flight. Late-night laughs over one too many qahwas, the kind that make you forget what country you're in.


I lived out of a suitcase...when it arrived. I missed birthdays. I missed holidays.  I missed the people I loved. I was always caught between time zones, chasing signal on dusty site visits, in airport lounges, or the backseat of a taxi barreling through unfamiliar streets. But somehow, despite all the motion, it felt like exactly where I was meant to be.
 
These photographs were taken on my Sony A7 II, others on an overheated iphone...depending on the day, the moment, or whatever was charged. One day, I’ll find the time to label them all.
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&#60;img width="1920" height="2400" width_o="1920" height_o="2400" data-src="https://freight.cargo.site/t/original/i/61a99e68117aba129d5afbab5f1845db9cf377e4ba8177187fe75f694aa2254e/_0022_IMG_9571.jpg" data-mid="234573185" border="0"  src="https://freight.cargo.site/w/1000/i/61a99e68117aba129d5afbab5f1845db9cf377e4ba8177187fe75f694aa2254e/_0022_IMG_9571.jpg" /&#62;


&#60;img width="1920" height="2400" width_o="1920" height_o="2400" data-src="https://freight.cargo.site/t/original/i/55ca3995a83480ddfc4cd79e5adafd111d7274d57b78dd80dee7f5552149d39e/_0048_IMG_1947.jpg" data-mid="234573186" border="0"  src="https://freight.cargo.site/w/1000/i/55ca3995a83480ddfc4cd79e5adafd111d7274d57b78dd80dee7f5552149d39e/_0048_IMG_1947.jpg" /&#62;


&#60;img width="1572" height="1458" width_o="1572" height_o="1458" data-src="https://freight.cargo.site/t/original/i/14646fd2109cc3a2bd0ff779d736113b50611c1570defce82e385529ef0e00c8/Screenshot-2025-06-15-at-3.38.05-AM.png" data-mid="234573595" border="0"  src="https://freight.cargo.site/w/1000/i/14646fd2109cc3a2bd0ff779d736113b50611c1570defce82e385529ef0e00c8/Screenshot-2025-06-15-at-3.38.05-AM.png" /&#62;


</description>
		
	</item>
		
		
	<item>
		<title>Riyadh Art — Public Art, Placemaking &#38; Cultural Masterplanning</title>
				
		<link>https://jessicastellerportfolio.com/Riyadh-Art-Public-Art-Placemaking-Cultural-Masterplanning</link>

		<pubDate>Tue, 15 Apr 2025 05:53:50 +0000</pubDate>

		<dc:creator>Jessica Steller</dc:creator>

		<guid isPermaLink="true">https://jessicastellerportfolio.com/Riyadh-Art-Public-Art-Placemaking-Cultural-Masterplanning</guid>

		<description>
	Riyadh Art: Ideation &#38;amp; Lead Advisor&#38;nbsp;
&#60;img width="2500" height="1875" width_o="2500" height_o="1875" data-src="https://freight.cargo.site/t/original/i/b6217a7e120c898c4b86206efc1f8903a97b0edf3e0f2a97223762dfd2421341/CoverPage.jpg" data-mid="234091310" border="0"  src="https://freight.cargo.site/w/1000/i/b6217a7e120c898c4b86206efc1f8903a97b0edf3e0f2a97223762dfd2421341/CoverPage.jpg" /&#62;

	Project Title: Riyadh Art Public Art Master Plan

Project Type: Citywide public art, placemaking, and cultural infrastructure strategy commissioned by the Royal Commission for Riyadh City under Vision 2030


&#60;img width="1500" height="1001" width_o="1500" height_o="1001" data-src="https://freight.cargo.site/t/original/i/c026821e40b344cd433f9f19bf2bed17bc233f1681e1d8c3092f8e95037a3147/Riyadh.jpg" data-mid="234091311" border="0"  src="https://freight.cargo.site/w/1000/i/c026821e40b344cd433f9f19bf2bed17bc233f1681e1d8c3092f8e95037a3147/Riyadh.jpg" /&#62;Overview:Launched under Royal Decree, the Riyadh Art initiative is one of the most ambitious public art programs in the world, encompassing more than 5,000 locations across Saudi Arabia’s capital. Designed to reimagine Riyadh’s civic landscape and strengthen its cultural identity, the program integrates eleven major initiatives into a unified vision for public art, creative placemaking, and urban transformation aligned with the goals of Vision 2030.


&#60;img width="5000" height="3163" width_o="5000" height_o="3163" data-src="https://freight.cargo.site/t/original/i/699041f3df21ab3e49fe31b5d93693bf761a8926116c8472bf6847585096cd75/5.jpg" data-mid="229799316" border="0"  src="https://freight.cargo.site/w/1000/i/699041f3df21ab3e49fe31b5d93693bf761a8926116c8472bf6847585096cd75/5.jpg" /&#62;My Role:I served as the strategic and curatorial lead for the master plan, overseeing all facets of concept development, site strategy, governance planning, and program delivery. I created and formalized a joint venture between HWKN (New York), Futurecity (London), and UAP (Brisbane/Dubai), bringing together global leaders in urban design, cultural strategy, and fabrication to deliver a cohesive and executable framework at unprecedented scale. This multidisciplinary coalition ensured that the program was both visionary and operationally sound.

My team was the first woman-led consortium to be awarded a public art project of this size and significance in the Kingdom. We presented the master plan directly to HRH Mohammad Bin Salman at the Royal Courts, and subsequently to senior officials at the Ministry of Culture and Ministry of Finance. These presentations were instrumental in securing multi-billion dollar investment for Riyadh’s cultural infrastructure and public realm development.

&#60;img width="1180" height="640" width_o="1180" height_o="640" data-src="https://freight.cargo.site/t/original/i/a23497add836ff85e3214ae6ac69b6fb918c29e6c3f21e0d9ca9965d11084527/-map-1180x640.jpg" data-mid="234394975" border="0"  src="https://freight.cargo.site/w/1000/i/a23497add836ff85e3214ae6ac69b6fb918c29e6c3f21e0d9ca9965d11084527/-map-1180x640.jpg" /&#62;I led the authoring of the Strategic Placement Manual, which detailed protocols for site selection, architectural overlays, typology matrices, demographic context, and heritage integration. I collaborated closely with architects, urban planners, PMCMs, and government stakeholders to ensure each artwork recommendation was embedded in its context and supported by technical and civic data.

In parallel, I designed and implemented a comprehensive public art procurement strategy, including artist identification, regional and international competitions, RFP development, contract modeling, panel selection frameworks, and long-term maintenance systems. I also developed all documentation, workflows, and outreach strategies to institutionalize best practices for artist engagement and commissioning.

Civic impact and accessibility remained a core priority. I led regional artist workshops, capacity-building programs, and content development to ensure the work could speak to both global and local audiences. We created public-facing communications and digital assets that translated curatorial concepts into accessible narratives for communities throughout Riyadh.

This work exemplifies my approach to cultural strategy, bridging policy, place, and creative vision to transform how cities are experienced and remembered. It reflects a core belief in using public art not just as embellishment, but as infrastructure that drives identity, inclusion, and economic momentum. By aligning cultural storytelling with urban development, I helped shape a legacy project that will define Riyadh’s public realm for generations.


	&#60;img width="5000" height="3200" width_o="5000" height_o="3200" data-src="https://freight.cargo.site/t/original/i/bc450935915f830afaad2af59bb401b5d365ae71dd61dad03798ba9ede98ba4b/4.jpg" data-mid="229799320" border="0"  src="https://freight.cargo.site/w/1000/i/bc450935915f830afaad2af59bb401b5d365ae71dd61dad03798ba9ede98ba4b/4.jpg" /&#62;&#60;img width="5000" height="3163" width_o="5000" height_o="3163" data-src="https://freight.cargo.site/t/original/i/b41e321d024b0e45c87d36f0b1616cc39e958900b5d1e791291a5e48780119b4/5.jpg" data-mid="229799321" border="0"  src="https://freight.cargo.site/w/1000/i/b41e321d024b0e45c87d36f0b1616cc39e958900b5d1e791291a5e48780119b4/5.jpg" /&#62;
&#60;img width="5000" height="3170" width_o="5000" height_o="3170" data-src="https://freight.cargo.site/t/original/i/7ea9d0dbe7e2f7a5b8b96d87b5583311278f8e9f06a4b743c9d40df753eca0a4/2.jpg" data-mid="229799324" border="0"  src="https://freight.cargo.site/w/1000/i/7ea9d0dbe7e2f7a5b8b96d87b5583311278f8e9f06a4b743c9d40df753eca0a4/2.jpg" /&#62;&#60;img width="5000" height="3156" width_o="5000" height_o="3156" data-src="https://freight.cargo.site/t/original/i/b9d466c03262e25aba8beeabdb5ce9bb8e54f432017d4738b9a16dabf019771e/10.jpg" data-mid="229799327" border="0"  src="https://freight.cargo.site/w/1000/i/b9d466c03262e25aba8beeabdb5ce9bb8e54f432017d4738b9a16dabf019771e/10.jpg" /&#62;&#60;img width="5000" height="3230" width_o="5000" height_o="3230" data-src="https://freight.cargo.site/t/original/i/d23b4dba2b6fde4616ded461d175f0ff867872c2d0cb31a650a5fafba3f5206e/8.jpg" data-mid="229799329" border="0"  src="https://freight.cargo.site/w/1000/i/d23b4dba2b6fde4616ded461d175f0ff867872c2d0cb31a650a5fafba3f5206e/8.jpg" /&#62;
	&#60;img width="5000" height="2975" width_o="5000" height_o="2975" data-src="https://freight.cargo.site/t/original/i/9aa690aa92193bec913a5b64950cb79cd44b5fe397b46204d3f3125c3dcddb6d/3.jpg" data-mid="229799323" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/9aa690aa92193bec913a5b64950cb79cd44b5fe397b46204d3f3125c3dcddb6d/3.jpg" /&#62;&#60;img width="5000" height="3167" width_o="5000" height_o="3167" data-src="https://freight.cargo.site/t/original/i/d8f4caa357c34c6748c452ad53795284d6b8c6e8ddac07af1d5155604d3e1d9c/12.jpg" data-mid="229799325" border="0"  src="https://freight.cargo.site/w/1000/i/d8f4caa357c34c6748c452ad53795284d6b8c6e8ddac07af1d5155604d3e1d9c/12.jpg" /&#62;&#60;img width="5000" height="3185" width_o="5000" height_o="3185" data-src="https://freight.cargo.site/t/original/i/d52c6fc33e548e916d2f133cc93d92e47e351f01245a3fc3f992a527342d190e/6.jpg" data-mid="229799322" border="0"  src="https://freight.cargo.site/w/1000/i/d52c6fc33e548e916d2f133cc93d92e47e351f01245a3fc3f992a527342d190e/6.jpg" /&#62;
&#60;img width="5000" height="3150" width_o="5000" height_o="3150" data-src="https://freight.cargo.site/t/original/i/cd35043e485d922bfcfe071ed1c2a96dba714f4336c88f6a82f8106cc8825265/9.jpg" data-mid="229799328" border="0"  src="https://freight.cargo.site/w/1000/i/cd35043e485d922bfcfe071ed1c2a96dba714f4336c88f6a82f8106cc8825265/9.jpg" /&#62;&#60;img width="3300" height="1772" width_o="3300" height_o="1772" data-src="https://freight.cargo.site/t/original/i/1848b2de5e33d1b4ea01977f9ba0a510c6b4d09f9c414c8be6115f8eac6abacb/football-station-exterior-copy.jpg" data-mid="229799294" border="0"  src="https://freight.cargo.site/w/1000/i/1848b2de5e33d1b4ea01977f9ba0a510c6b4d09f9c414c8be6115f8eac6abacb/football-station-exterior-copy.jpg" /&#62;&#60;img width="5000" height="3195" width_o="5000" height_o="3195" data-src="https://freight.cargo.site/t/original/i/7fc074e422ad71858cf2dc2a27001d8a20316828afcf3198ad1409840d9f9144/11.jpg" data-mid="229799326" border="0"  src="https://freight.cargo.site/w/1000/i/7fc074e422ad71858cf2dc2a27001d8a20316828afcf3198ad1409840d9f9144/11.jpg" /&#62;

</description>
		
	</item>
		
		
	<item>
		<title>HVMOCA</title>
				
		<link>https://jessicastellerportfolio.com/HVMOCA</link>

		<pubDate>Mon, 16 Jun 2025 08:58:30 +0000</pubDate>

		<dc:creator>Jessica Steller</dc:creator>

		<guid isPermaLink="true">https://jessicastellerportfolio.com/HVMOCA</guid>

		<description>


HVMOCA: Full-Scale Marketing Strategy
&#60;img width="1370" height="902" width_o="1370" height_o="902" data-src="https://freight.cargo.site/t/original/i/d279a02a1af4516c14f3de89721bfb1b03777a58e2e9f5fab3b7ca72dac3d76d/Screenshot-2025-06-16-at-5.01.08-AM.png" data-mid="234632803" border="0"  src="https://freight.cargo.site/w/1000/i/d279a02a1af4516c14f3de89721bfb1b03777a58e2e9f5fab3b7ca72dac3d76d/Screenshot-2025-06-16-at-5.01.08-AM.png" /&#62;

	
Led a 360° marketing campaign for the Hudson Valley Museum of Contemporary Art, overseeing everything from digital strategy to out-of-home placements. Developed the messaging, and rollout calendar across paid social, email, and on-site activations. Managed media buys for Metro-North station posters and local billboards to drive regional awareness. Directed creative production and worked closely with curators to ensure alignment between programming and promotional efforts.


</description>
		
	</item>
		
		
	<item>
		<title> Jen Stark Immersive Experience at The William Vale &#38; NFT Launch </title>
				
		<link>https://jessicastellerportfolio.com/Jen-Stark-Immersive-Experience-at-The-William-Vale-NFT-Launch</link>

		<pubDate>Tue, 15 Apr 2025 05:54:00 +0000</pubDate>

		<dc:creator>Jessica Steller</dc:creator>

		<guid isPermaLink="true">https://jessicastellerportfolio.com/Jen-Stark-Immersive-Experience-at-The-William-Vale-NFT-Launch</guid>

		<description>
	Jen Stark Immersive Experience at The William Vale: Marketing &#38;amp; Partnerships Director&#38;nbsp;
	Project Title: Jen Stark Immersive Experience at The William Vale “CASCADE”

	
&#60;img width="3000" height="2106" width_o="3000" height_o="2106" data-src="https://freight.cargo.site/t/original/i/113319d916f6600bcdf6601add06d3efcf485bdffdf21106ed377028bf61e5b9/1705aa84c0c6ddab1be512a9e9511564.jpeg" data-mid="229799449" border="0"  src="https://freight.cargo.site/w/1000/i/113319d916f6600bcdf6601add06d3efcf485bdffdf21106ed377028bf61e5b9/1705aa84c0c6ddab1be512a9e9511564.jpeg" /&#62;
&#38;nbsp;


	&#60;img width="2021" height="521" width_o="2021" height_o="521" data-src="https://freight.cargo.site/t/original/i/36552da29990e91539874bb0224069f9d345da052cf0225a6449724b53a41055/210914.AMP.Cascade.NYT.gif" data-mid="229799461" border="0"  src="https://freight.cargo.site/w/1000/i/36552da29990e91539874bb0224069f9d345da052cf0225a6449724b53a41055/210914.AMP.Cascade.NYT.gif" /&#62;
Project Type: Immersive public art installation with a full-scale marketing and retail strategy

&#60;img width="2200" height="1530" width_o="2200" height_o="1530" data-src="https://freight.cargo.site/t/original/i/631b7602dd6d09f274d47d1becca4bdfdad4025413e4da4c67e451fa105106c0/7b8e4422210ee4abad1ec4aa573e70d7.jpeg" data-mid="229799448" border="0"  src="https://freight.cargo.site/w/1000/i/631b7602dd6d09f274d47d1becca4bdfdad4025413e4da4c67e451fa105106c0/7b8e4422210ee4abad1ec4aa573e70d7.jpeg" /&#62;

Overview:This Brooklyn-based immersive experience by artist Jen Stark transformed The William Vale into a destination for digital art, light, and interactivity, attracting a broad audience through innovative visual storytelling and cultural relevance. The project combined public art, NFT technology, and retail to engage art lovers, design-forward travelers, and the local creative community.


&#60;img width="591" height="423" width_o="591" height_o="423" data-src="https://freight.cargo.site/t/original/i/8df27a11575e72953ec18e7e6be470f4c97a613fb566b43fae1ba700dbfcd842/Screen-Shot-2022-11-10-at-2.52.04-AM.png" data-mid="229799454" border="0"  src="https://freight.cargo.site/w/591/i/8df27a11575e72953ec18e7e6be470f4c97a613fb566b43fae1ba700dbfcd842/Screen-Shot-2022-11-10-at-2.52.04-AM.png" /&#62;I led the comprehensive marketing and communications strategy for the experience, overseeing a 360-degree campaign that included social media, content and video production, website development, email marketing, digital and print ads, media buying, influencer engagement, and event promotions. I partnered with the NFT team to support the sales rollout and implemented strategies to drive ticket sales and increase foot traffic t&#60;img width="472" height="392" width_o="472" height_o="392" data-src="https://freight.cargo.site/t/original/i/41155149d5c111bd3dc27bfb8d29297f6cdcb797d1ce3bdc41a792c3ade68f19/Screen-Shot-2022-11-10-at-3.17.03-AM.png" data-mid="229799467" border="0"  src="https://freight.cargo.site/w/472/i/41155149d5c111bd3dc27bfb8d29297f6cdcb797d1ce3bdc41a792c3ade68f19/Screen-Shot-2022-11-10-at-3.17.03-AM.png" /&#62;o the retail pop-up.


Working closely with external vendors, creative partners, and The William Vale’s internal teams, I also managed the coordination of an external PR agency, helping to secure robust media coverage. My efforts ensured not only strong attendance and engagement but also contributed to revenue generation through strategic marketing and cross-channel integration, reflecting my broader work at the intersection of cultural programming, brand storytelling, and experiential hospitality.&#60;img width="581" height="418" width_o="581" height_o="418" data-src="https://freight.cargo.site/t/original/i/7967e0ae4993326d6fc809cdba18465168b476d1ae47d15c8673dc6e205dcefe/Screen-Shot-2022-11-10-at-2.52.20-AM.png" data-mid="229799456" border="0"  src="https://freight.cargo.site/w/581/i/7967e0ae4993326d6fc809cdba18465168b476d1ae47d15c8673dc6e205dcefe/Screen-Shot-2022-11-10-at-2.52.20-AM.png" /&#62;&#60;img width="563" height="434" width_o="563" height_o="434" data-src="https://freight.cargo.site/t/original/i/005535ca83ffc4edd94adaf7581e3f321393d34a1becddaa5227a12c7c0c5bed/Screen-Shot-2022-11-10-at-2.52.12-AM.png" data-mid="229799455" border="0"  src="https://freight.cargo.site/w/563/i/005535ca83ffc4edd94adaf7581e3f321393d34a1becddaa5227a12c7c0c5bed/Screen-Shot-2022-11-10-at-2.52.12-AM.png" /&#62;&#60;img width="466" height="390" width_o="466" height_o="390" data-src="https://freight.cargo.site/t/original/i/08112bcdfcfdb31d56c18129b89c8e5b0b8788a99f934c3483e16cb682cf0c3b/Screen-Shot-2022-11-10-at-3.16.54-AM.png" data-mid="229799466" border="0"  src="https://freight.cargo.site/w/466/i/08112bcdfcfdb31d56c18129b89c8e5b0b8788a99f934c3483e16cb682cf0c3b/Screen-Shot-2022-11-10-at-3.16.54-AM.png" /&#62;&#60;img width="978" height="452" width_o="978" height_o="452" data-src="https://freight.cargo.site/t/original/i/17cbb5d62a0d8a5c060ccb764d432e42cc053de1c983e469891237bbbd77973a/Screen-Shot-2022-11-10-at-2.59.58-AM.png" data-mid="229799457" border="0"  src="https://freight.cargo.site/w/978/i/17cbb5d62a0d8a5c060ccb764d432e42cc053de1c983e469891237bbbd77973a/Screen-Shot-2022-11-10-at-2.59.58-AM.png" /&#62;
&#60;img width="1170" height="2532" width_o="1170" height_o="2532" data-src="https://freight.cargo.site/t/original/i/15980067274c7a18f2e1688549af29edd5b9c1b6098d7b53028349c119617e6b/IMG_2534.jpeg" data-mid="229799460" border="0"  src="https://freight.cargo.site/w/1000/i/15980067274c7a18f2e1688549af29edd5b9c1b6098d7b53028349c119617e6b/IMG_2534.jpeg" /&#62;


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