We are always challenging ourselves to deliver a guest-first approach in every space we design. From audits to interviews to observational studies, our strategic thinking is what has set us apart for 30 years.

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We want to design environments in sports and leisure that work efficiently, build a sense of place and last a long time. Putting the effort into conceptualising how people will use and move around on different ‘missions’ and in different groups always pays off in revenue later.I think it’s our experience in retail that helps us to deliver this depth for venues. When working with the Austrian Post, we identified 150 touchpoints for customers that all needed thought and design. For Virgin Atlantic, we conducted observation studies for three days to unearth how customers moved and behaved in the space. That helped us to define which services were needed and empowered our client to deliver a first-class airport lounge experience.

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Simple things can make a massive difference.What we’ve learnt in stadia and venues is that guests want more than just choice – they want flexibility. Gone are the days of offering the same experience on a Wednesday evening versus a Saturday afternoon. Each event deserves differentiation; a memory and an atmosphere that fans and guests will relish and remember.Knowing what the local area has to offer and what’s fitting for the fans themselves all comes into play.

Beyond understanding people, we take the time to understand you – your venue, your brand, your location, your teams, your heritage, your ambitions – what’s working now and what’s not? Is the pricing right? Are the tiers of hospitality appropriate and differentiated?

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Have the overall experience propositions been articulated? Where should we invest, and what can we lose? How do we want guests to feel?Walking in the shoes of your customers, every touchpoint needs to be explored and interrogated in detail – it all needs thought and attention as part of the overarching experience. The proposition has to resonate, it has to matter, it has to deliver that wow. This is not about trends.

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Designing is part of the puzzle, but creating spaces with a soul makes a significant difference to your fans, guests, teams and your bottom line.