Roger Smith

Founder & COO


As the co-founder & COO of Truerlein, Roger brings over three decades' of business management experience, delivering creative, experiential, event, exhibition, retail and interior design projects for a multitude of global companies. 

After qualifying from art school, Roger worked as part of the retail and architectural teams at a number of high profile design companies, including Conran, Fitch & BDP, before starting an agency that he remains Chairman of today. 

With a desire to balance the creativity of theatre design with the considered detail that is fundamental to architecture, Roger is driven by successfully articulating creative & strategic intent across all environments.

" I’ve spent my career designing and creating activations & installations for numerous high-profile brands, from Formula 1 teams to luxury yacht manufacturers. I’ve been involved in some incredible projects and worked with some amazing people, but the impact of those projects tends to be very specifically targeted. Truerlein brings together a team of extraordinarily talented people and together we have the opportunity to develop a series of projects that will deliver positive and long-lasting outcomes for an entire community. To be working with this team on such a unique and beneficial project is both exciting and a rare privilege. "