Saina Attaoui is the Founder and Managing Director of L'Atelier Five, a multi-award-winning luxury brand activation and retail design agency with studios in London and Dubai. With over 15 years of experience in the Global Travel Retail and luxury sector, she has led the creation and execution of world-class retail experiences for some of the industry's most prestigious names. Her portfolio carries names that need no introduction: Dior, Tiffany & Co, De Beers, Cartier, Bulgari, Misaki Monaco, Louis Vuitton, Hermès and Audemars Piguet.

A recognised specialist in global travel retail, Saina brings a rare combination of strategic vision and hands-on production expertise, overseeing projects from concept through to installation across multiple countries and more than 400 launches worldwide. From Sydney and Mumbai to Qatar, New York and Paris, her agency delivers immersive pop-ups, brand activations, permanent shop fits and experiential concepts for the world's leading luxury houses across global airports and flagship destinations, with deep operational knowledge of complex airport environments, including Health and Safety compliance.

A multiple international design and sustainability award winner, Saina leads a women-led creative team that has operated at the forefront of a traditionally male-dominated industry for a decade. She is also the author of Contagious Creativity. The breadth of her global footprint, the calibre of the brands she has shaped and her uncompromising standard of execution across every market she has entered make her perspective on this jury both rare and essential.