THE PRACTICE

Over a career spanning more than 25 years and crossing the boundaries of spatial design, fashion, film, cultural strategy, and education, she has built a body of work defined by one consistent principle: that the experiences shaping human behaviour are never accidental, and that designing them intentionally is a learnable discipline.

SiiM is the founder and CEO of The Higher Intelligence Agency LLC, a US-based Jamaican creative company that formalises this practice into a structured advisory and intellectual platform, developing original work across fashion, food, gaming, publishing, and professional education under one coherent creative thesis.

FORMATION

SiiM graduated with a Bachelor of Architecture (Professional) from the University of Toronto in 1995. Studies abroad in Paris, Barcelona, and Andalucía provided early exposure to the urban design traditions and couture histories of Europe — an influence that would prove formative not only for her architectural practice but for her later work in fashion, event design, and cultural strategy.

The encounter with cities built around the deliberate orchestration of human experience planted the seed for what would become Event Architecture.

INDEPENDENT PRACTICE
2003 TO 2023

For two decades, SiiM led an independent design practice spanning architectural commissions, film and television production design, brand environments, and large-scale experiential installations. The practice was distinguished by its refusal of disciplinary boundaries — spatial design, narrative intent, and behavioral outcome were treated as a single problem, not three separate ones.

Architectural commissions included corporate, retail, hospitality, and institutional projects for the Government of Jamaica, National Commercial Bank, Barita Investments, and the Bob Marley Museum & Tuff Gong International. Each project demanded that the physical environment carry a cultural argument. The space was not merely to function but to mean something to the people moving through it.

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In film and television, SiiM served as Art Director and Production Designer on regional and international productions. Her credits include No Time to Die (Universal Pictures), Bob Marley: One Love (Paramount), Black Cake (Hulu), and Sprinter (Overbrook Entertainment), in which she worked with international teams to translate narrative into immersive environments that functioned simultaneously as Jamaican cultural documents and globally legible visual language. She also designed Jamaica House at the London 2012 Olympic Village, a commission that required communicating national identity at international scale under conditions of live, real-time public engagement.

Brand environment work included major experiential installations and product launches in Jamaica for BMW, MINI, Mercedes-Benz, Jaguar Land Rover, Red Bull, Digicel, and Appleton Rum, environments that integrated spatial sequencing, fabrication oversight, and live audience choreography at scale. This work became the applied foundation from which Event Architecture would later formalise as a discipline.

FASHION

SiiM launched the self-titled SIIM clothing line in 2002, a decade before slow fashion entered the mainstream vocabulary. The line was built on principles drawn directly from architectural practice: garments as structure, silhouette as spatial argument, and the body as a site for cultural expression.

SiiM's debut formal presentation, The Drums Are Restless couture show at Smokey Vale Great House (2003), staged the collection as an immersive architectural event rather than a conventional runway. Her immersive approach preceded the industry's eventual alignment with experiential fashion by years. The line was shown at Caribbean Fashion Week and has been relaunched in 2024 under the SIIM World platform at www.siim.world

EVENT ARCHITECTURE

Event Architecture (EA) is the discipline that emerges from the full arc of SiiM's practice. It bridges spatial design, organisational behaviour, cultural strategy, and narrative into a unified reasoning framework for the intentional design of human experience — in physical environments, organisational cultures, brand systems, and individual lives.

The discipline formalises a question SiiM has been answering practically for over two decades: what is the difference between an experience that changes how people think and one that is forgotten by the time they reach the car park? The answer, consistently, is intentional design — not of the logistics, but of the conditions that produce a specific human outcome.

SiiM speaks and consults on Event Architecture for leadership teams, universities, cultural institutions, and creative conferences. The EA Alignment Blindspot Executive Workshop brings the framework on-site to leadership teams as a half-day or full-day session. An online course for individual learners and professional teams is in development.

GALLIVANT: A TRAVELOGUE

In 2024, SiiM published Gallivant: A Travelogue — a memoir and cultural meditation chronicling a transformative solo journey through Asia in the late 1990s.

The book is the intellectual origin story of Event Architecture: a first-person account of what happens when you move through unfamiliar environments with your attention fully engaged. How perception shifts, identity becomes negotiable, and the designed quality of ordinary experiences becomes suddenly, permanently visible.

Gallivant is available on Amazon. It is the recommended entry point for readers encountering Event Architecture for the first time, and it's a fun read.

THE HIGHER INTELLIGENCE AGENCY LLC

The Higher Intelligence Agency LLC is the parent company and intellectual platform through which all of SiiM's current work is developed and deployed. Its portfolio includes SIIM World (fashion, food, and cultural brand ecosystem), SIIMSIMMA (Scotch Bonnet Pepper Spread), Runnin' Belly (mobile game), Gallivant (publishing), and the soon-to-be-launched Event Architecture education programme.

The company operates from the position that Jamaica, its cultural intelligence, its complexity, its refusal of easy categorisation, is one of the most under-utilised creative assets (by actual Jamaicans) in global commerce.

The Higher Intelligence Agency exists to change that, one well-designed product at a time.