Saba Gedda is the Creative Director and co-founder of RAY Atelier, an independent creative studio specializing in creating concepts for commercial spaces.
In a time when the significance of the physical transaction is changing, the store experience and the general atmosphere around the brand universe, becomes increasingly more important. Sabas talent and passion for the physical experience of a brand, has given her an instinctive feel for what a brand is, what it needs and how to dramatize it. How to create stopping power in an aver more cluttered public environment. On her resumé we can find head-turning work for luxury brands like Hermès, NK, Joseph and Totême.
Saba has judged several award shows and been awarded Frame Awards and Swedish Guldägget to name a few.