Roch Michel is a Creative Director and experiential storyteller specializing in cultural institutions, immersive media, and digital visitor experiences. He currently leads the digital strategy for Guggenheim Abu Dhabi.

With an international portfolio spanning North America, the Middle East, and Asia, he has conceived and delivered award-winning experiences for institutions including the Grand Egyptian Museum, the National Museum of Singapore, and Mandai Wildlife Reserve's Exploria.

His work combines storytelling, AI, XR, and emerging technologies to create immersive experiences that transform how audiences discover, understand, and engage with culture.