Alexandra Harfield

With over 25 years in the event and entertainment industry, Alex’s experience spans over many avenues from stage to stadium, television to fashion as well as live brand entertainment. Australian born, Alex has lived in Germany for the past 20 years and been involved in numerous projects throughout Europe and Asia. As a choreographer and artistic director, her passion for every project is creating something that triggers and ignites the emotions of the audience. She has a way of working with people, embracing the talent that surrounds her and creating an atmosphere that artists can thrive in. Alex grew up in the suburbs of Melbourne, attending dance classes from the age of 5. At 16, she completed a classical ballet diploma at the National Theatre Ballet School. It was during this time that she caught the eye of the commercial dance teacher, who owned a production company and began to work in the event & television industry. By 17, she was auditioning for musical theatre and began a contract with Phantom of the Opera at 18. Her next stop would be with Cats in Hamburg and in 1997, she made the move to Europe. After performing for 2 years with Cats, she moved into freelance work. Being an ‘all-rounder’, her skills and experience quickly launched a long and successful career in the event & entertainment industry, not only as a dancer, but also as a choreographer singer, model, and actor. Alex said goodbye to the stage in 2012 and has since then focused more on developing shows, choreographing performances, and supporting projects to come to life.