Meet Catalina: BRS’s new spatial design manager crafting immersive experiences
With an architect’s vision and an artist’s eye, Catalina brings a unique perspective to spatial design, blending architectural precision with creative intuition. Now, as Battle Royal Studios new Spatial Design Manager, she is crafting immersive environments that connect, inspire and transform.
Her approach balances storytelling with functionality, creating experiences that are both visually striking and emotionally resonant. Whether designing large-scale activations or intimate brand spaces, Catalina adapts effortlessly, ensuring every project leaves a lasting impact.
By Catalina Figliolia
Designing spaces that connect.
Catalinas vision for immersive environments.
What do you find most rewarding about creating experiential spaces that go beyond aesthetics to forge genuine emotional connections with audiences?
The most rewarding part of this work is knowing you’re shaping moments that leave a lasting impact. It goes beyond how a space looks to how it makes you feel. When an experience resonates emotionally, it becomes a memory, something that lingers and even shapes perception.
The most powerful ones make you pause, give you chills, or stir something unspoken inside. Seeing those reactions, knowing a space has truly connected with someone, perhaps even become part of their story, is what drives me to keep going.
Striking the balance.
Storytelling and functionality in experiential spaces.
How do you strike the right balance between brand storytelling and functional design when crafting immersive experiences like pop-ups, fairs, or roadshows?
For me, balance comes from treating storytelling and functionality as equals. A strong narrative is the heart of any experience, but design ensures people can fully engage with it. The two should work together, not compete.
I always start by defining the core message, what do I want people to take away from there? every design decision reinforces that story while ensuring accessibility, flow, and engagement. When storytelling and design align, the experience feels natural and intuitive.
Scaling immersive spaces.
Large vs. intimate brand experiences.
Whether it’s a large-scale activation or an intimate brand space, how does your creative approach shift to meet the demands of different project scales?
My creative process always begins the same way, with a vision and key questions that define the challenge. The core goal stays the same; what shifts is how the experience is shaped.
For large activations, the focus is on broad impact, engaging many people at once through high-energy interactions and a dynamic flow. Smaller, more intimate spaces, on the other hand, allow for deeper, detail-driven experiences. It’s about understanding how scale influences interaction and then adapting the design accordingly.
Cultural influence.
How Argentina and Germany shaped Catalinas approach.
Having worked in both Germany and Argentina, how have different cultural environments shaped your design thinking?
Living and working in different environments has sharpened my adaptability and broadened how I approach design and life. Every place and person brings a unique perspective, teaching me to question, listen, and embrace different ways of thinking.
I often find myself moving beyond simply looking for solutions to rethinking the questions themselves. Working in diverse settings feels like an ongoing mental exercise, constantly challenging how I interpret and shape ideas.
Career lessons in experiential design and architecture.
From freelance projects in Buenos Aires to leading experiential architecture across Europe, what key lessons have shaped your career path?
First, trust what you believe, stay focused on your dreams, work hard, and don’t be afraid to make bold decisions, even when they feel uncertain. My journey has shown me that carving out your path takes resilience, adaptability, and a willingness to take risks. Every challenge is a chance to learn and refine your craft, but above all, stay true to the passion that drives you!
What advice would you give to emerging architects who are eager to break into the world of experiential design and create meaningful brand spaces?
Nothing more than: Go for it! And do it with passion, dedication, and curiosity.
How do you envision your experience in experiential architecture and brand space design enhancing the creation of bespoke immersive experiences at Battle Royal Studios?
My experience has helped me blend creative vision with practical solutions, designing engaging and achievable spaces while truly understanding needs.
With a foundation in formal architecture, I’ve developed a natural way of thinking through challenges and finding solutions. At the same time, my artistic background has shaped my perception of space, allowing me to bring fluidity and emotion into my approach. That side of me adds depth and soul to every project I take on.
Combining this with my enthusiasm and team-oriented mindset, I’m excited to share my perspective with the BRS team, collaborating to create experiences that genuinely connect with people and open new ways of seeing.
