Applied Principal (AP) is a private advisory platform focused on the development of real assets and cultural ventures.

We operate at the intersection of strategy, structure, and execution, supporting projects that are capital-intensive, long-term, and context-sensitive - where decisions cannot be outsourced to conventional consulting models.

AP works selectively with founders, families, and institutions on initiatives that require judgment, sequencing, and discretion.

Philosophy

Applied Principal was created around a simple observation

Some projects fail not because of capital, ambition, or vision -

but because too many decisions are made too early, or by the wrong people.

Our role is to slow projects down where necessary, clarify priorities, and align architecture, economics, partners, and timing so that complexity is handled deliberately rather than reactively.

We do not optimise for speed.

We optimise for durability.

Scope of Work

Applied Principal supports projects across three primary domains:

Real Assets

Hospitality, mixed-use, alpine and urban properties, and associated development strategies.

Cultural Infrastructure

Music, film, art, performance, and long-term cultural platforms embedded within physical environments.

Private Ventures

Founder- and family-backed initiatives, first-of-their-kind concepts, and legacy-oriented assets.

Engagements often involve cross-border considerations, institutional coordination, and the alignment of public and private interests.

How We Engage

Applied Principal operates through discreet, invitation-only engagements.

Our work is characterised by

• A limited number of active mandates

• Clearly defined phases and deliverables

• Direct access to the principal

• Flexible structures, including advisory and partnership roles where appropriate

We typically enter at concept stage and remain involved through execution until the project stands independently.