StudioXAG

We create bold spaces that tell big stories

Strategy | Concept | Design | Build

Certified B Corporation

London + Amsterdam

Founded in 2009 by Xavier Sheriff and Gemma Ruse, the XAG team specialises in art direction, design and fabrication for retail environments. With projects ranging from show-stopping bespoke installations to concept shop-fits and global window roll-outs, StudioXAG take pride in executing work to the highest standard with a keen eye for the small details. That said, XAG take a particular joy in maki

ng BIG things. Visual storytelling is at the heart of the studios work, with a strong ability to tailor their approach to the core brand values and aesthetic of specific clients. The design team take projects from initial concept and design development through to final renders and then comes the best bit; making the ideas become reality! StudioXAG is made up of a talented group of designer-makers honing their skills across range of materials in a 5000 square foot warehouse in East London. The team enjoy experimenting with materials and processes to constantly develop new production techniques. XAG have comprehensive in-house production facilities and great links with external specialist fabricators ensuring that they can offer innovative solutions to a range of creative briefs.

11/08/2026

How do you make the legacy of Karl Lagerfeld feel relevant to someone discovering him for the first time?

Revisiting our design for the Karl Lagerfeld London flagship, the answer was found in Karl himself. His home, his tastes and his creative rituals became moments of discovery throughout the store.

A red outline borrowed from the way Karl marked his finished sketches runs across custom rugs and the bannister, as if Karl himself had given the design his final approval.

A custom plaster finish takes its cues from the French marble aesthetic of Karl’s home, bringing his personal taste into his brand world.

His love of fashion photography shapes the lighting, giving the space an atmospheric, editorial quality, while the Karl-ism Machine brings his famous wit to life at the touch of a button, delivering personalised Lagerfeld quotes to visitors.

Each discovery reveals something more personal about Karl, building the emotional connection that gives a new generation a reason to care about his legacy.

✖️ DESIGN
✖️ GLOBAL RETAIL CONCEPT
✖️ StudioXAG | B Corp™ for Karl Lagerfeld

07/07/2026

Last summer, Prada showed how luxury today is defined by world-building: creating spaces that draw people in and shift how they feel.

That sits at the heart of Days of Summer. A campaign inspired by the rare feeling that time slows down, where endless horizons, still water and traditional Italian gozzo boats become symbols of escape, inviting people into a world that feels far removed from everyday life.

Liberty London’s soaring central atrium gave that world the space to unfold. It invited visitors to pause, look up and, for a moment, exchange the pace of London for the stillness of an endless summer.

✖️ PRODUCTION + INSTALL
✖️ LONDON
✖️ StudioXAG | B Corp™ | Prada

24/06/2026

What if we told you that play is key to brand loyalty?

As a panelist at An Invitation To Play, our breakfast event at Maison Assouline, Sophie Howarth of Coty explored how playful experiences create something increasingly valuable for brands: genuine connection.

Because the experiences people remember aren’t always the biggest or most spectacular. They’re the ones that invite people in. The ones that make them feel part of the story.

And it’s this exact connection that transforms passersby into loyal customers.

As personalisation and constant choice become the norm, passive consumption is losing its appeal. Today’s consumer doesn’t just want to encounter brands, they want to shape the experience, and return to it. Again and again.

For Sophie, the brands that stand out won’t play it safe. They’ll be the ones brave enough to surprise and leave people wanting more.

More reflections from our panellists coming soon.

14/05/2026

And that’s a wrap on our XAG Breakfast panel, An Invite to Play…

A huge thank you to everyone who joined us at the beautiful Maison Assouline for a morning of conversation around how play is reshaping brand experience for the future.

We were joined by the brilliant Tim Nash from Shop Drop Daily, Sophie Howarth from Coty and Sarah Boston from Christian Louboutin, alongside our Founder + Creative Director, Gemma Ruse, who led the discussion.

Lots of thoughts shared on attention, engagement, cultural relevance and what brands need to be thinking about next.

We’ll be sharing more over the coming days, but for now, here are a few snaps from the morning…

06/05/2026

A look behind the scenes of The Coach Charm Playground at Selfridges Corner Shop.

What you see on site is only half the story. In the workshop, this was months of shaping, refining and problem solving, led by a team who know how to take an idea and push it into something real.

Rexy alone is a huge technical feat, built around a complex internal steel structure that had to hold the form, the weight and the movement of the slide, while still keeping the exact character of the original design. Around that, every surface was carved, sanded and finished by hand, bringing it to life piece by piece.

The same thinking carried across the rest of the space, from the apple to the charm displays, with materials carefully sourced, tested and refined to get the finish just right. Every element had to balance structure, scale and detail, all while staying true to the vision.

This only works through close collaboration, working side by side with Coach to resolve, adjust and perfect every detail as it moved from concept into reality.

This is what our production and technical teams do. They take the biggest, boldest ideas and find a way to make them real, even when it feels like it shouldn’t be possible.

22/04/2026

Don’t miss our daily drop of the things that cut through, plus their hot takes on the installations and exhibitions shaping the future of design…

IKEA

This year IKEA leaned into culture, exploring food and nostalgia, while still holding onto democratic design. There was less focus on the classic room set, and when it appeared, it felt more lived in and unexpected.

“A standout was the suspended stool installation. Spiky, chaotic forms built from hundreds of stools, with an energy that felt intense and slightly aggressive.
The energy felt really intense, quite chaotic and slightly aggressive in a way that made it stand out.”
Gemma Ruse

Co-creation ran throughout. You could write, interact, get involved. It wasn’t just something to look at.

And then the moment everyone was talking about.
The IKEA x Chupa Chups meatball-flavoured lollipop.

The biggest stunt wasn’t spatial. It was something tiny and edible, but it caught everyone’s eye immediately.
Gemma Ruse

USM

The Renaissance of the Real explored how physical spaces can reconnect us in a digital world.

“You had this really rigid, modular structure paired with these much more organic, bubbly forms that felt like they were breathing. It became much more immersive. It felt very physical, very present. Non-digital, which actually stood out because everything else is often trying to layer in tech. Not quite ethereal, but close.”
Gemma Ruse

6:AM

Set in a disused swimming pool, 6:AM reframed craftsmanship through a contemporary lens.

“It really reframed how we think about glass making. There’s this idea that it’s a craft that belongs in the past, but they managed to shift that into something that felt more futuristic, more forward-facing.”
Judy

Day one done. More to come.

15/04/2026

The beauty industry has never been more saturated than it is now and choosing the right product feels like a shot in the dark.

Our Lead Designer, Yi-Hwa, has a theory that the more information and more jargon a brand throws out, the more invisible it becomes.

She also found that this obscurity can be battled when “you offer a much needed space for listening”.

The brands that make their product discovery educational and experiential are the ones who create true fans and loyal customers.

Read more here from Yi-Hwa in our new blog via the link in our bio.

14/04/2026

Global moments like the World Cup create a rare kind of shared attention, drawing in over a billion viewers, broadcast across every screen, discussed in the press and carried through culture.

In 1998, Yves Saint Laurent staged a monumental runway, featuring 300 designs at the Stade de France for the World Cup final, capturing not only the attention and eyes of over 1.7 billion people but creating a global lasting memory.

Not every brand can take over a stadium, and most of your audience won’t be there either.

The real opportunity is understanding how to step into these cultural moments with intention, meeting people where they are and creating experiences that connect them to that shared moment in a way that’s relevant.

Head to the link in our bio to discover how brands turn cultural moments into lasting impact.

08/04/2026

Beauty audiences have become bombarded. Every brand is claiming to be the best, armed with clinical ingredient lists, influencer endorsements and layers of science to prove it.

But when everything starts to look and sound the same, the question becomes harder to answer.

How do you show your audience that your product is genuinely different, that it works, and that it’s worth their time, attention and investment?

In Feel The Science, we explore exactly that, drawing on the perspective of our Founder, Gemma Ruse, and revealing how we approached this challenge for clients including Escentric Molecules.

Inside The X Press, you’ll find how science can move beyond explanation and become memorable through experience.

Get your hands on your copy here: https://studioxag.com/the-x-press-by-studioxag/

31/03/2026

Luxury today is defined by more than expensive materials. The new prestige sits in ingenuity.

The kind that makes you stop and think, how is that even possible?

It’s no longer enough to show what something is made of. The brands cutting through are defined by the craft and consideration behind every single detail.

Because craft doesn’t just elevate a product. It builds a world.

One where design codes become a language. Where material, light and form are shaped with intent, creating experiences that feel as considered as the pieces themselves.

Don’t miss our Founder + Creative Director Gemma Ruse below, as she steps inside our De Beers space at Mandarin Oriental.

From the Lotus reimagined as a living, spatial expression of the brand, to details crafted with precision, this is where heritage becomes something you can feel.

Read Mind Bending Craft in The X Press and step into a new kind of luxury thinking: https://studioxag.com/the-x-press-by-studioxag/

Address

Unit 6 Dorma Trading Park
London
E107QX

Telephone

+442085398606

Website

http://www.studioxag.com/

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