London
StudioXAG
Unit 6 Dorma Trading Park
Staffa Road, E10 7QX
United Kingdom
StudioXAG, the studio behind your favourite shop windows
— WGSN
Studio XAG → Studio
We create bold spaces that tell big stories
Amsterdam
StudioXAG
Venserweg 21k
1112 AR Diemen
Netherlands
We are an award-winning studio that creates unforgettable immersive experiences at a global scale.
Brands like adidas, Hermès and Selfridges, trust us to attract new audiences, launch concepts and products, and engage their communities through storytelling spaces that spark emotion.
Our clients call them wow moments.
Shaking up the retail landscape through innovative strategic thinking, eye-popping design, and premium sustainable production, we make your brand stand out.
Studio XAG → Services
Bring your brand story to life from idea to installation
The beauty of having strategy, design and production expertise under one roof is that no idea is too bold. We combine talents to push your brand further at every stage.
Craft creative strategies that cut through
Explore Strategy
Engage audiences through inspiring design
Explore Design
Build experiences that drive growth
Explore Production
Studio XAG → Team
Say hello to our world-class team
"I'm always struck by the magic of what we do when our creative installations literally stop people in their tracks."
Gemma Ruse
Creative Director + Founder
"I feel inspired when we push the boundaries of a project and we pull a team together to make the seemingly impossible happen."
Xavier Sheriff
Managing Director + Founder
"I love seeing our team grow and work on some truly amazing projects!"
James Stevens
Head of Projects
"Getting to work amongst a bunch of really creative designs and makers is a dream!"
Lucy Weatherall
Head of Design
"My career highlight was when someone told me I was 50% funnier than last year…"
Richard Clarke
Head of Production
"I've loved bringing yoga to XAG."
Jen Allinson
General Manager
"Launching our carbon tracking tool XAGzero was a proud moment for me."
Daniel Wigham
Strategy + Sustainability Lead
"I am addicted to collecting images - I literally have hundreds of books and folders full of things that I find inspiring."
Judy Dowle
Associate Creative Director
"I loved designing magical animal/instrument hybrids for Lotte World Mall. The client kept asking for more, nothing was too crazy!"
Sarah Hurst
Associate Design Director
"I love immersive installations or spaces that can transcend you emotionally to another place. Also, my dog."
Kevin Maclean
Associate Design Director
"I love dissecting the meaning of everything. Does the word 'orange' first describe the fruit or the colour?"
Yi-Hwa Lin
Lead Designer
"I love visiting exhibitions and keeping up with the ever-growing design trends."
Annabel Simmons
Senior 3D Designer
Anna Zaniboni
Lead Designer
Jess Charles
3D Designer
I'm busy filling out my own cabinet of curiosities - from a bone head to a celestial globe."
Nakyo Lee
3D Designer
"It was amazing seeing Lululemon's colourful Pride '22 windows come to life on Regent Street."
Lulu Davey
Graphic Designer
"Paintings make me happy, art galleries are my beaches."
Alice Chandler
Junior Graphic Designer
"I love upcycling and hunting for hidden gems to makeover."
Claire Money
2D Designer + Artworker
"I'm your go-to for vegan recommendations."
Emily Kelly
Marketing Manager
"I love understanding how things are made."
Ashley Howell
Associate Project Director
"My parents owned a display company, so I’ve been in the workshop and on site visits since I was around 6 years old!"
Lelle Wilson
Associate Project Director
Bill Searle
Project Manager
Lisa Berkoff
Project Manager
"It sounds cliché but wine and cheese makes me truly happy."
Laure Farley
Project Manager
"I'm an origami master."
Tracey Tubb
Senior Project Manager
"I trained in jewellery design and silversmithing."
Sarah Sheehan
Senior Project Manager
Charlie Sharples
Associate Technical Director
"I'm happiest when I'm camping or spending time outdoors."
Louise Fouracre
Senior Technical Designer
"I'm happiest when eating the biggest pastry I can find after a long run."
Cleo Lintvelt
Production Manager
Holly Shelton-Newlove
Junior Studio Manager
"My collection of really ugly shoes divide opinion in the studio."
Sophie Wombwell
Production Manager
"I take pride in making nice functional things from our scraps and off-cuts."
Patrick Massey
Foreman
"Designing and making furniture makes me happy."
Harry Laskowski
Workshop Lead
"I'm ambidextrous."
Lachlan Mackay
Technician
Sustainable approaches from the responsible to the radical
Discover a holistic creative retail strategy that prioritises impactful brand storytelling alongside industry-leading sustainable practices.
- Responsible design guidance
- Best-in-class sustainable material selection
- Carbon measurement powered by XAGzero
- Tailored executional and creative strategy, with goals and metrics
- Beyond end-of-life, circular lifecycle considerations
Don’t get FOMO
We strive to create the world’s most exciting experiences, and we need a brilliantly talented team to do that.
If you’ve got an eye for creativity, a hunger for progression in everything you do and you want to be a part of a company that walks and talks with purpose, then you should probably click below.
Studio XAG → Awards
Get in touch to create your next WOW moment