Iana leads strategic partnerships and business development at Instronic, a Barcelona-based experience design and media architecture studio operating at the intersection of architecture, technology and visuals. Her work focuses on the stage before design takes form, where the purpose of media in a space is still being shaped. Building on strategic design and systems thinking practices, she connects the perspectives of clients, architects, technologists and creatives around a question that is often skipped: what role media should play in a space before deciding what it should show? With a background spanning creative strategy, production and business development, Iana is particularly interested in how an initial intention travels through a project to become a lived experience.