Rohma Theunissen, Brand Strategy Director, Aces of SpaceAces of Space has appointed Rohma Theunissen as Brand Strategy Director, marking a significant step in the agency’s continued evolution as a global design and branding consultancy operating across strategy, identity and experience.
In the new role, Theunissen will lead strategic development across the agency’s portfolio, focusing on brand positioning, customer experience, storytelling and long-term brand growth, while working closely with creative teams to further strengthen Aces of Space’s integrated consultancy offering.
With more than 15 years of experience across luxury fashion, hospitality, retail and editorial, Theunissen joins Aces of Space from Mandarin Oriental Hotel Group, where she was part of the pre-opening leadership team behind Mandarin Oriental Downtown, Dubai — overseeing positioning, PR, communications and strategic partnerships for the launch of the group’s landmark 64-storey city destination.
Her background also spans globally recognised brands and platforms across Dubai and New York, including NET-A-PORTER, Harvey Nichols, Giorgio Armani, Carolina Herrera, Virgin, Business of Fashion and Harper’s BAZAAR.
Working across brand, agency and editorial environments, Theunissen has developed a strategic approach to brand building rooted in positioning, cultural insight and consumer behaviour.
Her experience spans brand development, storytelling, communications, and audience perception, with a particular focus on how contemporary luxury brands build distinction, maintain relevance and create long-term commercial value.
“Rohma brings a rare combination of strategic intelligence, cultural awareness and creative instinct,” said Babs Van Hassel, Co-Founder & Head of Accounts at Aces of Space. “As the agency continues expanding its consultancy offering, it was important to bring in someone who understands how brands are built beyond aesthetics alone — from positioning and perception to experience and long-term resonance. Her background across luxury hospitality, fashion, retail, and editorial reflects the multidimensional thinking that increasingly defines the future of brand building.”
The appointment reflects Aces of Space’s continued expansion into a more integrated and human-centred model of brand consultancy — bringing together strategy, identity, communications, guest experience, and cultural positioning as part of a connected brand universe designed for long-term relevance, resonance and growth.
Commenting on her appointment, Theunissen said, “The opportunity at Aces of Space is to help shape a consultancy model that looks beyond what brands need today, and instead focuses on what they will need to remain relevant tomorrow.”
She added, “Consumer expectations are evolving rapidly and brands can no longer rely on visibility or aesthetics alone. The future of brand building lies in creating connected, experience-led ecosystems where strategy, culture, storytelling, and customer experience intuitively converge. I’m excited to be part of building that next chapter at Aces of Space.”
Founded in the Netherlands, with headquarters across Dubai and Den Bosch, Aces of Space has built an international reputation for its design-led approach to brand and experience creation across hospitality, retail, corporate and destination projects.
Operating at the intersection of strategy, identity and spatial design, the agency creates immersive brand ecosystems that move fluidly between physical and digital realities — shaping culturally relevant experiences for a global client base.
