Circular Design in Retail Spaces | StudioXAG

The mood during the session made one thing clear: sustainability is no longer optional. To design a truly regenerative future, we must move beyond simply doing less harm and rethink how everything is designed, made, used and reused.

The discussion went far beyond materials, featuring real-world case studies, common challenges, and the uncomfortable truth that many briefs don’t yet reflect this new way of thinking.

As Gemma explained, “Sustainability is about reducing harm. Circularity means reimagining the whole process, aiming to eliminate waste, not just reduce it.”

So, how do we shift the mindset?

Progress over perfection

Speaking about their experience implementing circular practices in real-life projects, Gemma shared insights from Coachtopia’s launch at Selfridges. StudioXAG applied circular thinking to every element, from structures made with agricultural waste to signage formed entirely from production offcuts.

“Progress over perfection, that’s how we saw the Coachtopia project. We learned, iterated, and it changed how we approach pop-ups altogether.” – Gemma Ruse

Gemma explained how every part of the pop-up was designed for disassembly, built to move, and intended for reuse. After Selfridges, the build was broken down and reassembled across multiple locations, with elements eventually finding a permanent home in Coach’s flagship store.

Even one-off items like flooring and hoardings were donated to Selfridges for reuse in future brand takeovers. It marked a rare example of brand-to-brand collaboration, and a hopeful shift in how pop-ups can be managed more responsibly.

During the panel, Andreu, founder of eponymous product design studio Andreu Carrula, reflected on his project for Tramo Restaurant in Madrid, where passive cooling tunnels were constructed beneath the floor using local ceramics. Solar-powered lighting replaced mains electricity. Custom ceramic seating was engineered to support the climate system itself.

“The design came out of the needs of the space, not taste. Everything has a logic. If you don’t like it, I can explain why it’s there. That’s more powerful than beauty for beauty’s sake.” – Andreu Carulla

Start at the start

The panellists agreed that circular thinking needs to be embedded right from the beginning of a project, even before the first sketch. It starts with the brief.

“Circularity isn’t just about materials. It’s a mindset that has to start at the very beginning, at the concept stage.” – Gemma Ruse

Gemma shared how StudioXAG reframe creative briefs using their Sustainability Strategies framework. The tool supports clients in understanding their ambition and aligning on circular priorities before design begins.

The spectrum ranges from Responsible (no plastic, recyclable builds) to Robust (locally sourced materials, mono-material use) to Radical (where sustainability is the core idea). By mapping this at the start, the studio can make better creative and production choices without compromising visual impact.

Andreu echoed the sentiment, explaining that the earliest moments in a project carry the most influence. He described how his team works directly with local producers and explores material life cycles before making any design decisions.

“The beginning is where everything can go right or wrong. If you design with continuity in mind from day zero, it shows in every detail.” – Andreu Carulla

For him, understanding where a material comes from, how it is processed and what happens to it afterwards is fundamental to the design process.

Push back, push forward

The panel also addressed the challenges of implementing circular thinking in fast-paced, commercial environments. Budgets are tight. Timelines are tighter. Supply chains are often set in their ways.

Gemma highlighted how sustainability is often included in briefs as a tick-box, rather than something that drives the creative idea. That gap creates space for designers to step in and push for better. The biggest challenge, she noted, is often time rather than budget.

Testing new materials, trying unfamiliar processes, and aligning multiple stakeholders simply takes longer, and in industries built on speed, that can feel like a hurdle.

“Most of our briefs mention sustainability, but very few put it at the heart of the idea. That’s where the opportunity lies — and where we can make the biggest difference.” – Gemma Ruse

Andreu reflected on how circularity depends on having the right collaborators, especially contractors and fabricators who are open to trying new methods. Without that buy-in, even the best ideas can hit a wall. He spoke about prototyping every element of Tramo with local makers, engineers and specialists, ensuring each detail had a clear purpose and long-term role.

“If I can’t justify every design decision, we haven’t gone far enough.” – Andreu Carulla

Key Takeaways

• Don’t wait for the perfect solution. Circularity is a process, and real progress comes from testing, adapting and building systems that evolve beyond one-off installations.
• If circularity isn’t in the brief, it won’t make it into the outcome. Set clear sustainability ambitions from the outset, and give your creative partners the space to respond meaningfully.
• The right partners will challenge you, and that’s a good thing. Back those who ask better questions, test new methods, and make intentional design decisions with the long-term in mind.

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