Built for Movement: Inside Sweaty Betty’s New Flexible HQ with Craig White
August 26, 2025
There’s power in rejecting the traditional. Just ask the Whiteroom Agency and Sweaty Betty. In the latest episode of Space by Stansons, host Guy Stanley welcomes Craig White, Founder and Creative Director of Whiteroom Agency, for an immersive conversation (and walkthrough) on the transformational nature of designing the HQ for Sweaty Betty in the heart of London. Tune in as this conversation offers up an exclusive look at how retail design principles can be transformed into an empowering workplace environment, featuring fluid architecture, sustainable materials, and adaptable spaces that reflect the female-led brand's values.
This episode is a masterclass in creating a workspace that visibly drives business growth, offering valuable insights for design professionals interested in the intersection of brand identity and workplace design.
There’s power in rejecting the traditional. Just ask the Whiteroom Agency and Sweaty Betty. In the latest episode of Space by Stansons, host Guy Stanley welcomes Craig White, Founder and Creative Director of Whiteroom Agency, for an immersive conversation (and walkthrough) on the transformational nature of designing the HQ for Sweaty Betty in the heart of London.
What You’ll Learn
- How to translate retail design principles into engaging workplace environments that reflect brand values
- The "Curtain Architecture" framework for creating flexible spaces that adapt to different needs
- The "Design Essence" principle for maintaining brand consistency throughout workplace design
- How to create multi-functional spaces that support both creative processes and practical business needs
- Why soft materiality and thoughtful zoning can enhance workplace wellbeing and productivity
- How to future-proof office design through flexible, scalable solutions that support business growth
Tune in for a masterclass on creating a workplace that visibly drives and enables business growth!
Craig White is the Founder and Creative Director at White Room Agency, specialising in experiential design and workspace transformation. With over 20 years of experience spanning retail, trade shows, and corporate environments, he has pioneered innovative approaches to merging brand experiences with functional workspaces. His work with White Room Agency has helped global brands like Sweaty Betty and Wolverine create spaces that embody their values while fostering collaboration and creativity, personifying the evolution of modern workplace design and brand-aligned environments.
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Episode Highlights
- 00:00 Introduction: Meeting Craig White at Sweaty Betty HQ
- 02:06 Brand-Led Design: The Whiteroom Agency Way
- 04:38 Unpacking the Sweaty Betty HQ & Bringing Values to Life
- 07:52 Executing Design Through COVID & Doing It Well
- 10:00 The Power & Fluidity of Curtain Architecture
- 11:37 Pre & Post COVID: How Design Changed
- 14:22 How Design Boosted Sweaty Betty’s Growth
- 15:50 A Virtual Tour of The Sweaty Betty HQ
- 32:17 The End-to-End Process of Executing Brand-Led Design
- 33:48 Finishing Touches & The Impact of Retail Strategy on Design
Episode Resources:
Learn more about Stansons Group Ltd. here: https://stansons.co.uk
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