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.

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/

24/03/2026

How do you translate the skincare journey into something you can see in motion?

For Dr. Barbara Sturm’s London flagship, we delivered the build and installation of this dynamic window, set within one of London’s busiest shopping destinations.

Movement guides the eye through each stage, from microneedling to blue and red light therapy, with each moment showing how a different product works as part of a complete skincare routine.

At the centre, oversized versions of the products anchor the display, bringing together a curated edit of their most coveted range, revealing how they come together as one.

✖️ PRODUCTION + INSTALL ✖️ LONDON ✖️ StudioXAG | B Corp™️ for Dr Barbara Sturm | Puig

11/03/2026

Lululemon’s latest running campaign takes over the windows of their iconic Regent Street store, produced and installed by our in-house production team working closely with the brand.

Every wooden panel was handcrafted in our London workshop, with our carpenters shaping and assembling each piece from scratch before it made its way to the windows.

Bold graphics were printed directly onto the wood, to add an impactful layer of depth that speaks to the design codes of their run campaign.

Designed to stop passersby in their tracks, we highly recommend you check it out if you’re in the area.

19/02/2026

Step inside The Ordinary.’s event with us and follow us through their world as we learnt from scientists in The O. Lab, tested their brand new rice lipids moisturiser in the Ectoin room and won prizes in the molecule grabber…

Address

Unit 6 Dorma Trading Park
London
E107QX

Telephone

+442085398606

Website

http://www.studioxag.com/

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