Built for Movement: Inside Sweaty Betty’s New Flexible HQ with Craig White

There’s power in rejecting the traditional. Just ask the Whiteroom Agency and Sweaty Betty. In the latest episode of Space by Stansons, host Guy Stanley welcomes Craig White, Founder and Creative Director of Whiteroom Agency, for an immersive conversation (and walkthrough) on the transformational nature of designing the HQ for Sweaty Betty in the heart of London. What You’ll LearnHow to translate retail design principles into engaging workplace environments that reflect brand valuesThe "Curtain Architecture" framework for creating flexible spaces that adapt to different needsThe "Design Essence" principle for maintaining brand consistency throughout workplace designHow to create multi-functional spaces that support both creative processes and practical business needsWhy soft materiality and thoughtful zoning can enhance workplace wellbeing and productivityHow to future-proof office design through flexible, scalable solutions that support business growthTune in for a masterclass on creating a workplace that visibly drives and enables business growth!Craig White is the Founder and Creative Director at White Room Agency, specialising in experiential design and workspace transformation. With over 20 years of experience spanning retail, trade shows, and corporate environments, he has pioneered innovative approaches to merging brand experiences with functional workspaces. His work with White Room Agency has helped global brands like Sweaty Betty and Wolverine create spaces that embody their values while fostering collaboration and creativity, personifying the evolution of modern workplace design and brand-aligned environments.If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts and Spotify. Instructions on how to do this are here: https://www.fame.so/follow-rate-review Episode Highlights00:00 Introduction: Meeting Craig White at Sweaty Betty HQ02:06 Brand-Led Design: The Whiteroom Agency Way04:38 Unpacking the Sweaty Betty HQ & Bringing Values to Life07:52 Executing Design Through COVID & Doing It Well 10:00 The Power & Fluidity of Curtain Architecture11:37 Pre & Post COVID: How Design Changed14:22 How Design Boosted Sweaty Betty’s Growth 15:50 A Virtual Tour of The Sweaty Betty HQ32:17 The End-to-End Process of Executing Brand-Led Design 33:48 Finishing Touches & The Impact of Retail Strategy on Design Episode Resources:Craig White on LinkedIn: https://www.linkedin.com/in/craig-white-79366b1a/ Whiteroom Agency Website: https://www.whiteroom.agency/ Guy Stanley on LinkedIn: https://www.linkedin.com/in/guystanley Learn more about Stansons Group Ltd. here: https://stansons.co.uk 💬 Comment below your favourite part!