Design Collective

Experiences designed to connect with shoppers.

Innovation — Conception — Creation
We Design with Empathy
Connect with the way people actually live and work.
LA FARGA shopping centre
An ageing shopping landmark gets a renewed sense of belonging to the community.
BHV / MARAIS department store
An iconic Parisian shopping destination re-positioned by bringing its Le Marais neighbourhood indoors.
LISEA railroad
Co-designing a new workplace with empathy leads to a Great Place to Work® win.
BNP PARIBAS personal finance
A digital lab to think differently: prototyping the future of personal finance.
Less Me | More We.
Imagine what we can create with less ego and more empathy.
Shujan
Founder
"Our mission is to inspire creatives to imagine charismatic solutions for brands. Infuse empathy into the transformation, spiced up with creativity. I wish for each collaboration to be an impactful transformative experience."
Shujan
Founder
"Our mission is to inspire creatives to imagine charismatic solutions for brands. Infuse empathy into the transformation, spiced up with creativity. I wish for each collaboration to be an impactful transformative experience."
Shoppers prefer concepts designed for |
Design News
The salad bar experience minus the bar
Sweetgreen is experimenting with a new experience dubbed 3.0 in NYC without the traditional salad assembly line in front of customers.
More news
We Design from Insights
Future-proof companies adapt to change: understand, adapt, connect.
Customer Centricity
Determine concept positioning for the way people live. Dweller visits reveal how shoppers actually perceive brands.
Concept Agility
Create formats that continuously adapt to change. Our composite concept module delivers value across multiple touchpoints.
Emotional Connectivity
Charismatic experiences spark feelings and sensations. Creativity combines the functional with hybrid irrational thinking.

We Offer Design Building Blocks

A framework of solutions, the core of our best practices.
Co-Design
  • Workshop
  • Training
  • Program Management
Innovation
  • Dweller Insight
  • Desire Map
  • Vision Roadmap
  • Value Program
Conception
  • Concept Positioning
  • Composite Concept
Creation
  • Commercial Design
  • Interior Design
  • Merchandising
  • Digital
STICC framework is the Spice & Tea Innovation Conception Creation framework for customer insight, journey mapping, concept positioning, innovation roadmap, design programming, concept design, commercial design, interior design, merchandising and digital design.
STICC® framework
Recipe for Success
  • Link people, brand and concept.
  • Design the concept, blend innovation and creativity.
Determine
Translate dweller speak into brand sentiment.
1
Define
Program concept positioning in space and time.
2
Design
Deliver complementary value across a portfolio of touchpoints.
3
Draw
Create impactful emotional connections.
4
See our solutions
People, Brand, Experience
Companies that focus on the experience people have with their brand do better. They see more footfalls, better brand equity, growing revenues and loyal advocates.
Beautifully designed nail bar called the nail kitchen Paris with white brick style wall design and a warm architectural solid oak table designed for an innovative experience in beauty design where the colourful packaging stands out on the clean gleaming white tiles. A very creative retail design of the iconic parisian BHV Marais department store remodel for Groupe Galeries Lafayette. A retail design concept in Paris by the best retail designers of the Spice & Tea Retail Design Collective in Paris.