Translating Architecture into Global Narrative
Photo by Laurian Ghinitoiu
Bjarke Ingels Group (BIG) is an internationally recognized architecture practice spanning buildings, landscapes, engineering and products. Over four years, I led global communications and PR during a period of rapid growth, including a year operating as the sole comms lead across all markets. My role was to manage messaging across all touchpoints, bringing clarity and cohesion to how the studio’s expanding body of work was communicated across typologies, geographies and audiences.
▬ Communications Strategy
▬ Global Media Relations
▬ Social Media Strategy
▬ Public Relations
▬ Exhibitions and Monographs
▬ Internal Communications
▬ Reputation Management
▬ Website Management
Approach
As Senior Communications and PR Manager, I positioned the studio’s communications as an extension of architectural thinking—treating each project as both a cultural artifact and a media event. The priority was clarity: framing BIG’s work in ways that preserved architectural and intellectual rigor while remaining accessible to global press and public audiences.
The Formgiving exhibition at the Danish Architecture Centre in Copenhagen welcomed over 150,000 visitors.
Activities
— Led global PR across the US, UK, Europe and Asia during a key growth phase
— Directed communications for landmark openings including CopenHill and The Twist
— Shaped narratives for high-profile clients such as Audemars Piguet, Toyota and more
— Created @big_builds Instagram account and grew by +110K followers per year
— Authored all press materials and oversaw editorial consistency across channels
— Built direct relationships with leading international media and design critics
— Produced and positioned the Formgiving monograph and exhibition with Taschen
— Managed high-volume press flow, interviews and speaking engagements
The 700+ page catalogue published by Taschen.
Impact
Communications became a stabilizing layer across a rapidly scaling practice. In 2020 alone, BIG generated over 27K global media mentions and 38.2B in reach, with sustained growth across digital platforms and over 100 interviews secured. More importantly, the work established a consistent narrative framework, allowing complex architectural ideas to circulate with precision and cultural relevance.