Luxury Brand Storytelling, Campaigns & Spatial Experiences
Creative Director
Working at the intersection of campaign direction, brand identity, and spatial storytelling, I shape visual narratives that extend beyond imagery into fully realised brand experiences.
From concept through to execution, my focus is on crafting cohesive, elevated outputs that translate across campaigns, retail environments, and digital platforms alongside AI-driven visual exploration.
About
Sara Darai is a multidisciplinary creative specialising in branding and creative direction, focused on building distinct visual identities and immersive brand worlds across fashion, space, & storytelling.
Her work is rooted in a background shaped at Central Saint Martins and the London College of Fashion, before evolving through editorial set design and into the luxury retail landscape. She has worked across global brands including SIRO, Adidas, Max Mara, Bloomingdale’s, and Vogue Arabia, developing a foundation in visual storytelling and spatial composition.
At Versace, she operated across store openings across the region and planned + executed large-scale activations, contributing to the execution of retail environments and moments such as the Fendace collaboration.
She later stepped into a regional and creative leadership role at OTB Group, where she led visual direction across the Middle East for Maison Margiela, Jil Sander, & Marni overseeing store concepts, seasonal rollouts, and experiential activations, including the creative direction of Maison Margiela’s first café in the region.
Her practice now moves fluidly across branding, art direction, and experiential design translating ideas into cohesive visual worlds that exist seamlessly across both physical and digital spaces.
