Lumsden creates commercially successful retail and hospitality spaces for leading attractions, museums and galleries, placing storytelling at the centre of every commercial decision.
The design studio believes shops, cafés and other revenue-generating spaces should be woven into the visitor journey rather than treated as afterthoughts. By carrying narrative, atmosphere and brand character into these environments, Lumsden helps destinations extend the experience while supporting stronger commercial performance.
Its international portfolio spans some of the world’s best-known cultural and entertainment brands. Projects include Warner Bros. Studio Tour – The Making of Harry Potter in London and Tokyo; Harry Potter retail destinations in London, Chicago and Tokyo; Netflix House locations in the United States; MoMA in New York; M+ in Hong Kong; The National Gallery in London; and the Natural History Museum of Denmark in Copenhagen.
That combination of visitor-experience thinking and commercial strategy has helped Lumsden build a significant global practice. In May 2026, the company received the King’s Award for Enterprise in recognition of outstanding achievement in International Trade—a timely acknowledgement of the studio’s growing international impact.
Each commission starts with the particular audience, institution and story. The aim is not to impose a repeatable retail formula, but to create a destination-specific environment that feels coherent with the wider visit. This can strengthen brand memory, make browsing more intuitive and turn time spent in commercial spaces into a valued part of the day.
CEO and Creative Director James Dwyer and Strategy Director Alexandra Lima will attend IAAPA Expo Europe 2026 as part of the Experience UK delegation. Visit the UK Pavilion, stand S837, to discuss how retail and hospitality can feel integral to an attraction’s story while delivering lasting value for operators and audiences.
