Hi
I’m a designer, creative,
a business solutions thinker and do-er: with a ballerina background and a skill set that spans from founder to robot choreographer.
I believe the most exciting ideas live in those in-between spaces and resonate most precisely because they can surprise us into fresh thoughts and actions. For me, ideas are especially satisfying when they are lived and realised; I’ve explored and created across diverse landscapes, from designing a world-famous toy collection to founding and running my industry-leading dancewear brand.
I’m currently freelancing ( you can hire me).
I craft ideas, products, and stories that connect people, help explain concepts, and sometimes, when they really land, shape culture along the way :)
An Anecdote
For the amusement of myself and my colleagues I used to sew tiny mice out of my leather pointe shoe scraps side-stage in the theatre. My work ended up getting noticed by Jellycat Toys. I freelanced for them as a creative designer for four years and ideated and designed their most successful concept of all time: the Amuseables. Of course, I also designed ballerinas for them, as I still was one.
Some Spaces
The Royal Opera House, Barbican, Southbank Centre, UK
Deutsche Oper, Komische Oper, Schiller Theatre, Germany
Bunka Kaikan, Japan.
Cultural Centre, Hong Kong.
Cirko, Finland.
Select Clients
Employers, clients and brand collaborations in-house, and otherwise. Creative contributions across private, public spaces.
Jelly Cat, Freed of London, BBC, NHS, Royal Opera House, Royal Academy of Dance, Kinetic Letters, Norn, In Focus Media, Taschen, Carry on Publishing, Jo Malone, Loreal, Lillet, Lulu Lemon, Vichy, Adidas, Palais, Bally, O’Pioneers, Hiro Robtics, Bose, Osteo-path, SLC, Edinburgh Fringe, Makeshift Company, Hamilton Cristou Productions, Southbank Centre, Agit Cirk, Staatsballett Berlin, Northern Ballet, Hong Kong Ballet, Joffrey Ballet, Harvard Art Lab
Residencies
Harvard University: ArtLab, Norn Berlin
Shop-Products
Since closing my online store (March 2025) DBA products are no longer available designedbyalice.co.uk but you can probably still finds pieces in stores in Korea, Japan, China, Canada and the UK
My work for Jelly Cat toys can be found online and in stores internationally.
Press
Vogue Italia, Fjord review, Danza danza, Southbank centre, YLE news, Clash mag