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Meet your Insider for a unique creative Experience


There will always be value in reviews of where to stay, what to see and where to eat. But how do you find the most interesting experiences in a city? The people who know it intimately and like no others? So we raided our contact books and chose the experts who would bring our favourite cities to life.

SideStory was created to connect travellers and locals to the best experiences a city has to offer. SideStory was co-founded by executives from Virgin and Wallpaper* to define a new category of travel, offering imaginative curated experiences in a fresh and dynamic way.


Who we are

Giovanni Donaldson

CEO & Co-Founder

Currently adviser to ustwo studio, a leading global digital agency, Giovanni was formerly Corporate Development Director / SVP at Virgin Group, including NED for Virgin Holidays, Strategy Director TACA International Airlines and Consultant with Bain & Company. In his spare time he can be found running after his son in the park, thinking about what to cook for dinner and dreaming of his next getaway.

Favourite city: Naples

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Stefan Boettcher

Digital Marketing

Stefan left the bright lights of Berlin at the age of 20. Since then, he worked for digital marketing agencies in Bournemouth and London, was heavily involved in paid media performances for Expedia, Inc. and VC-backed travel start up Top10. Commuting between the Big Smoke and the golden beaches of Bournemouth at the South Coast, Stefan juggles a busy family life and the ever growing complexity of search engine marketing.

Favourite city: Berlin

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Livia Solustri

Content Manager & City Curator

The NYC events industry ignited her interest in hospitality. Having moved to London, she coupled a passion for food with an interest in technology by joining social dining startup GLEAT, where she handled marketing and partnerships. A relentless love of writing, travel & technology lead her to SideStory. In her free time she is making music or baking cakes.

Favourite city: Rome

Email  Twitter  LinkedIn  Pinterest

Siena Morrell

Operations & Social Media Manager

Never without a camera in hand, Siena is well-suited to her role managing SideStory’s social media channels, and her thorough approach and attention to detail make her a customer service champion. She previously lived in Paris and Barcelona but caught the travel bug as a child on a school exchange to Cape Town.

Favourite city: Paris

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Sam Piggott

Web Developer

Before taking the role of lead iOS developer at London startup Dojo, Sam worked as a camera operator, freelance video editor and web designer - and as a result, is rarely seen away from a laptop screen. Away from the keyboard, he's an avid photographer, and keen to visit new countries with the goal of bringing back some new landscape shots.

Favourite city: Mexico City

Email  Twitter  Instagram 

Jamie Shoard

UX Designer
Jamie is a UX designer and avid bedroom musician from Brighton. After leaving home to travel the world at 18, he went on to study Graphic Design in London where he regularly interrupted his studies to jump on a bus around Europe. Now living in East London, soaking up everything the city has to offer, in particular the vibrant music scene.

Favourite city: Melbourne

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Rachel Moloney

Co-Founder & Advisor

Rachael is an Editor whose work has covered travel, design and food, in London and New York. She was part of the launch team for Wallpaper* City Guides and went on to edit the series, chalking up 121 destinations. She has also written for Wallpaper*, Nowness and Departures.

Favourite city: New York

Gord Ray

Founding Advisor

Gord is currently Brand Development Lead at Instagram, based in London. He was previously Publishing Director of Wallpaper*, Global Marketing Director for Georg Jensen, and has held senior positions with Leo Burnett and Saatchi & Saatchi in Toronto, Prague and London.

Favourite city: Toronto