My research examines how architects think, design, and make decisions within immersive environments. Using Virtual Reality and EEG, I investigate how different levels of visual fidelity shape attention, problem–solution reasoning, and creativity during early-stage architectural design. A central focus of my work is contextualism; exploring how designers interpret and respond to contextual cues such as form, culture, movement, and site constraints, and how these cues can be simulated with varying levels of abstraction in virtual spaces. Alongside this experimental work, I maintain broader interests in urban design, urban planning and theory, walkability, and environmental analysis, particularly how built form and street-level conditions influence perception, behaviour, and spatial experience. Methodologically, my research contributes new approaches for integrating neural and protocol-based data to study design cognition, with the goal of advancing architectural and urban research beyond self-report and static evaluation frameworks.