Lumsden, a design firm specialising in retail and F&B for visitor attractions, has announced a management buyout with plans for future expansion.
The firm was founded 12 years ago by Callum Lumsden and Simon Clark. It has built up an impressive portfolio with the National Gallery, V&A, MoMA, British Museum and Warner Bros. Studio Tour: The Making of Harry Potter among its clients.
James Dwyer, design director at Lumsden and the driving force behind the developments says: “As a founding member of the Lumsden team, I am very proud of our achievements over the past twelve years, and I am delighted to now be taking the business forward.
“I am very grateful to our founders Callum Lumsden and Simon Clark for their continued dedication, mentorship, and support as we embark on this exciting new chapter.”
Experiences first
As the demand for authenticity and immersive experiences grows, the company will focus on expansion, broadening Lumsden’s offer to give clients new ways to provide extraordinary experiences for their visitors.
This trend is supported by statistics from EY’s Future Consumer Index, which reveals that consumers who prioritise ‘Experiences First’ account for 20% of the market – which makes this the third largest consumer segment in the world.
This group expects high-quality, one-of-a-kind, customised, and exclusive experiences that do not jeopardise sustainability or the environment. Lumsden’s extended capabilities combine strategy, retail and hospitality design, and product development. This allows clients to leverage opportunities and engage with their target visitors in a comprehensive manner.
“Each Lumsden project is unique, our common goal being to connect people with their passions,” Dwyer comments. “Whether it’s catering to culture-seekers, art-lovers and heritage appreciators, or entertainment and film fandoms, our aim is to immerse individuals further into the worlds they love.
“Our incredibly talented team have already created an exceptional portfolio of projects for the world’s best-loved museums, galleries, brands, and visitor destinations. This continues with the launch of a number of new projects this year, including Warner Bros. Studio Tour Tokyo – The Making of Harry Potter, the National Gallery and children’s literacy charity Grimm & Co.”
Establishing a niche
Callum Lumsden returns to his original role as founder and will remain actively involved in the company, bringing 30 years of industry knowledge to the table. “Since the rebirth of Lumsden Design in 2011 our agency has carved a niche in the visitor attraction sector which has gained us a reputation which we are understandably proud of,” says Lumsden.
“Our projects such as MoMA, Warner Bros and British Museum are testament to our success and Lumsden will now move on to an exciting new chapter. James and I have worked alongside each other for the past 12 years, and Simon and I were determined to hand over the reins of the running of the company to him. I am absolutely convinced that our standing in the sector, both internationally and nationally, will continue, especially with the breath of fresh air that James brings at the helm.”
Jeff Nagler, Warner Bros. Worldwide Studio Operations president, says: “We have valued the Lumsden team’s very creative design work for over ten years, with our tour and retail guests thoroughly enjoying the retail environments we’ve created. We wish Callum all the very best in his next chapter, and the same for James and the continuing Lumsden team as we work together to launch our new Warner Bros. Studio Tour Tokyo – The Making of Harry Potter this summer in Central Tokyo.”
Julie Molloy, National Gallery Global managing director, adds: “Lumsden’s design and strategy work for the National Gallery Portico shop, which opened recently, has helped us define a valuable foundation for a new era in cultural enterprise for the Gallery with a retail proposition that engages our visitors in a more seamless experience.
“This coincides neatly with this new era for Lumsden, as James and the talented Lumsden team take the company forward, bringing experiential retail coupled with product development into the cultural sector, and we look forward to our continued relationship with them.”
Combining creativity with commercial strategy
Dwyer comments on the developments: “It’s an exciting time for the business as we look towards future expansion. We are embracing new disciplines and capabilities, enabling us to make richer experiences that directly deliver growth and profit for our clients. This combination of creative and commercial strategy is enabling us to drive innovation and exceed constantly evolving consumer expectations. We’ll be sharing more on these developments soon.”
Lumsden recently announced the reopening of the Portico shop at the National Gallery following a three-month refurbishment. The firm has delivered an entirely new design, created in order to help guests better connect people with the great art of the National Gallery.
Top image, left to right: Simon Clark, James Dwyer, Callum Lumsden
