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We are a future-first creative strategy studio inspired by people, places & spaces

From wellness startups to heavyweight hospitality brands, we work with our partners to put experience at the heart of their business.

No two briefs are the same, and neither are our methodologies.

No two briefs are the same, and neither are our methodologies.

No two briefs are the same, and neither are our methodologies.

No two briefs are the same, and neither are our methodologies.

We are always insightful, always relevant. We don’t just build brands that look cool - we create brands & strategies that are right for your business.


Down to earth.

We are consistently straight-talking, with decades of experience to back us up. We’re rooted in real-life insights, because consumer value expectations always come first.


We bring specialist expertise to whatever we’re working on, connecting like-minded strategic thinkers within our collective, & within our client network.


We are always seeking fresh perspectives & new ways of working to diversify our thinking & discover new brands, people, places & spaces.


We explore the big picture, & encourage our clients to think beyond their day to day. We exist to inspire future clients, future destinations & future customers with experiences that make an impression.

We tailor our approach to uncover the right insights, track cultural shifts & translate them into future frameworks for success. We build brands around their values, so naturally, we wrote our own. These pillars guide the work that we do, & how we do it:

Strategy // & Beyond

We partner with brands of all shapes & sizes to create people-centric strategies that define their future destination. With innovative playbooks & storytelling materials, we help employees stay ‘on brand’, engage consumers & equip business leaders with what they need to realise their mission.

Trends // & Research

Cultural insights are worth their weight in gold. They help us identify what’s going on in the world, what’s around the corner, & which opportunities will accelerate business growth. We deliver bespoke thought leadership reports, featuring category-defining case studies, that help brands & businesses reach the right audience.

Brand DNA // & Discovery

Building a culturally relevant (& profitable) brand takes insight, strategy & experience design that makes sense with who you are. We create a narrative that defines brand personality, tone of voice & values - & works internally, externally & operationally. A great brand is a sum of all its parts, so we craft 360 experiences that resonate from the inside out.

With over 20 years experience across trend forecasting, insights & strategy, we know what it takes to build a brand experience that stays relevant. That’s because we, as a consultancy, never stand still - we are endlessly curious, culturally aware & driven by ever-evolving consumer behaviours. We’ve built a track record delivering real growth for some of the world’s best loved brands through cultural strategy.

How we do it.

We explore, we interrogate, we ideate & we future proof.

We explore, we interrogate, we ideate & we future proof.

We interrogate, ideate & activate brand experiences with strategic thinking at the helm. We know the future isn’t fixed, so we exercise an evolutionary mindset with a multi-world-view.

We explore, we interrogate, we ideate & we future proof.

We explore, we interrogate, we ideate & we future proof.

What we do.

Recent projects we’ve worked on.

Cultural strategy is more than just a nice-to-have. It ensures the future of a business. Our clients share the vision to build brands rooted in consumer (peoples) value expectations whether that’s in the hospitality, retail, lifestyle, luxury or wellness space.

The Collectives Business in 2022 Report

Sharing our thoughts on the Future of Hospitality: From Potential Travel to Virtual Microdosing Travel, we unpacked the shifting opportunities in the wider travel landscape.

Festival of Hospitality

For the inaugural launch of the Festival of Hospitality, we partnered with Always Thinking to deliver our insights and predictions for a post-COVID future of hospitality.

Working From_

The Hoxton has earned a reputation as a leading London workspace, but they needed to take their offering to the next level. We analysed working and hospitality trends to develop Working From_; a dynamic workspace with distinct brand values, membership perks and a memorable WFH personality.

Gleneagles Townhouse

Through Brand DNA & Discovery, we defined a culturally-relevant brand proposition that could evolve with the changing luxury market landscape and shifting consumer expectations.

Who we do it for.

“Philippa is one of those rare professionals who has the ability to draw out what is best in people & ideas. She is both a brand therapist & strategist. Her steady hand & deep rooted expertise brought the perfect independent view to help us grow up & craft a brand strategy that lasts -

— Arian Lewis, CEO & Founder

“Philippa is an inspirational thought partner. Always challenging, interrogating and looking to bring big new ideas, but also driving change in our day to day operations. She balances future trends & consumer insights with a strong commercial business understanding, which enables her to have both a brand & business impact.”

— Martina Luger, CMO Ennismore

What people are saying.

PW/c is a creative studio that connects people, places & spaces across a range of lifestyle industries with a particular focus on hospitality & retail. Led by Philippa Wagner, a highly-creative, commercially-driven strategist with extensive big-brand experience, our studio integrates emerging trends into brand experiences that drive 360˚ growth.

Philippa’s specialist focus on consumer behaviours, strategic forecasting & brand storytelling puts PW/c in a unique position to deliver insightful, forward-thinking outputs that help brands carve out a space for themselves in the world.

Who we are.

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