1. Levi’s Stadium Cover-Up

Why do we love it?:

The FIFA World Cup forced non-partner brands to cover their stadium signage, but Levi's turned the restriction into a lesson in distinctive branding. By masking its name with the instantly recognisable Batwing silhouette, it proved that the strongest brands don't rely on logos, they rely on memory. It's a brilliant reminder that consistency creates equity, and that true brand recognition happens long before anyone reads the name. 

This is a great example of reverse psychology - by removing attention, you heighten the attention.

2. The Wimbledon Walk

Why do we love it?:

Wimbledon has quietly evolved its arrival into part of the spectacle, with players using fashion to express personality before a ball is even struck. Borrowing from the NBA's tunnel culture, the journey from locker room to court has become another storytelling platform where sport, fashion and entertainment converge. It's a powerful reminder that anticipation and arrival are no longer supporting acts, they're part of the experience itself.

3. Shaver Hall 

Why do we love it?:

The best hospitality doesn't erase history, it gives it a new chapter.
Transforming a 110-year-old department store into a vibrant food hall, Shaver Hall shows how heritage can become a catalyst for contemporary experience rather than a constraint. Every layer of the building has been carefully woven into the brand, creating a destination with genuine depth and authenticity. As travellers increasingly seek places with stories rather than simply style, projects like this demonstrate how meaningful placemaking creates lasting emotional connection.

Also love the graphic style of the comms and the slightly unexpected way they represent the idea of live performance into the food experience.

4. Liam Young - "In Other Worlds"

Why do we love it?:

Liam Young's latest exhibition blurs the boundaries between architecture, film, technology and speculative design, inviting visitors to physically experience possible futures rather than merely observe them. It reflects a growing shift towards environments that provoke curiosity, emotion and conversation instead of simply displaying information. As experience design continues to evolve, storytelling is becoming something we don't just consume - we inhabit.

5. Formafantasma xSerpentine Galleries

Why do we love it?:

What if the most important thing designers created wasn't an object, but a better system?

Rather than commissioning another exhibition, the Serpentine has appointed Formafantasma as its first long-term ecological advisors, embedding design thinking into the way the institution operates, procures and evolves. It marks a significant shift from designing individual experiences to redesigning the systems that shape them. For us, it's a powerful reminder that the future of design extends far beyond aesthetics. Increasingly, the greatest creative impact will come from influencing behaviours, organisations and culture - proving that great design isn't just something people see, it's something that quietly changes how the world works.