Local Legends is founded by Rosanna Vitiello, a creative director and strategist, who uses cultural insights and narrative-led design to unlock the power of place. Rosanna works with world-renowned cultural destinations — from London's Queen Elizabeth Olympic Park, to NYC's Lincoln Centre and Rio's Museum of Tomorrow. And leads innovative research projects, including founding BBOX radio station for developer Urban Space, and guiding cultural experiences in Shanghai with developer Value Retail and Central St Martins.
The daughter of a linguist and an architect, Rosanna has spent a lifetime exploring how places speak to us and how we talk back. Local Legends is an attempt to weave that understanding into something valuable for all.
A writer and designer, Tracey creates stories for places and spaces. Her interest in how narratives structure our experience is the common thread through her projects, which include previous collaborations with Rosanna on innovative cultural and retail destinations in Shanghai and Italy. Tracey has developed interpretation and design for museums including the Museum of London, the Migration Museum and the Auckland War Memorial Museum. She also researches, lectures, writes and publishes on narrative space.
From her native New Zealand, she now lives in London, where her love of cities and islands continues to stimulate new perspectives on place and people, land and landscape.