PROGRAMM WORKS©
Set the groundworks.
A spatial brief, specific enough to build from and unique enough not to be copied.
Set the groundworks.
A spatial brief, specific enough to build from and unique enough not to be copied.
Building ventures for longevity at the earliest possible stage.
THE APPROACH
THE APPROACH
A space designed for aesthetics will produce a beautiful photograph.
A space designed for the person inside on an ordinary Tuesday will produce something harder to quantify and more commercially durable.
A space designed for aesthetics will produce a beautiful photograph.
A space designed for the person inside on an ordinary Tuesday will produce something harder to quantify and more commercially durable.
Most projects don't fail at the drawings. They fail at assumptions underneath the drawings: who this is for, the gap you're entering, your operational and experiential overlaps. Assumptions that go untested, and which surface weeks into spatial coordination, exactly when it is expensive to be wrong.
Most projects don't fail at the drawings. They fail at assumptions underneath the drawings: who this is for, the gap you're entering, your operational and experiential overlaps. Assumptions that go untested, and which surface weeks into spatial coordination, exactly when it is expensive to be wrong.
Groundworks
Groundworks
Includes:
Includes:
(001)
Assumptions Audit
Every assumption the project is resting on, marked confirmed, challenged or overturned. We are looking for the beliefs that are load-bearing: the ones where being wrong changes the plan rather than the paint. Most projects carry between thirty and fifty. Most founders have never seen them in a list.
Includes
Pre-brief questionnaire
Project framing
User
Market
Programme
Operation
1:1 session
Assumptions Audit
(002)
Market-Gap Read
On axes that are not price and not quality. If your positioning would still be true if a competitor said it, it isn't a position.
Includes
Comp analysis
Micro-market research
Planning policy & constraints
Sector data
Market gap map
Spatial opportunity
Strategy document
Market-Gap Read
(003)
Sensory-System Direction
The physical consequences: what the arrival has to do acoustically, what the light has to do at four in the afternoon and at nine at night, where the material budget earns its keep and where it is decoration. The operations layer that governs the rest. Targets, not adjectives.
Includes
Acoustics
Lighting
Air quality
Thermal comfort
Material & form
Operations map
Strategy document
Sensory-System Direction
(004)
Five Design Principles
Five, not twelve, each carries an intent, an instruction and the consequence of losing it; so that when value engineering arrives in month nine the conversation is about what you are giving up rather than what you are saving.
Includes
Design intent
Instruction to achieving it
Consequence of losing it
1:1 session
Five Design Principles
(005)
The Claims Register
This is the one nobody else gives you. Two columns against every recommendation in your brief; graded A to D for the strength of the evidence behind it, and what it rests on. A is replicated and robust. D means we believe it and cannot prove it, and here is why we believe it anyway.
Includes
Spatial recommendations
Experiential recommendations
Operational recommendations
Evidence graded
1:1 session
The Claims Register
(006)
The Brief & Lineage
Cover, contents, the six documents, dated and version-numbered, made to sit on a table and be argued over rather than scrolled past. At the back there is a lineage page. It names every source this brief's thinking came from, by name and by date; the papers, the buildings, the century.
Includes
The Brief as a single source of truth
Versioned PDF set
90-day route forward
Strategy document
The Brief & Lineage
(001)
Assumptions Audit
Every assumption the project is resting on, marked confirmed, challenged or overturned. We are looking for the beliefs that are load-bearing: the ones where being wrong changes the plan rather than the paint. Most projects carry between thirty and fifty. Most founders have never seen them in a list.
Includes
Pre-brief questionnaire
Project framing
User
Market
Programme
Operation
1:1 session
Assumptions Audit
(002)
Market-Gap Read
On axes that are not price and not quality. If your positioning would still be true if a competitor said it, it isn't a position.
Includes
Comp analysis
Micro-market research
Planning policy & constraints
Sector data
Market gap map
Spatial opportunity
Strategy document
Market-Gap Read
(003)
Sensory-System Direction
The physical consequences: what the arrival has to do acoustically, what the light has to do at four in the afternoon and at nine at night, where the material budget earns its keep and where it is decoration. The operations layer that governs the rest. Targets, not adjectives.
Includes
Acoustics
Lighting
Air quality
Thermal comfort
Material & form
Operations map
Strategy document
Sensory-System Direction
(004)
Five Design Principles
Five, not twelve, each carries an intent, an instruction and the consequence of losing it; so that when value engineering arrives in month nine the conversation is about what you are giving up rather than what you are saving.
Includes
Design intent
Instruction to achieving it
Consequence of losing it
1:1 session
Five Design Principles
(005)
The Claims Register
This is the one nobody else gives you. Two columns against every recommendation in your brief; graded A to D for the strength of the evidence behind it, and what it rests on. A is replicated and robust. D means we believe it and cannot prove it, and here is why we believe it anyway.
Includes
Spatial recommendations
Experiential recommendations
Operational recommendations
Evidence graded
1:1 session
The Claims Register
(006)
The Brief & Lineage
Cover, contents, the six documents, dated and version-numbered, made to sit on a table and be argued over rather than scrolled past. At the back there is a lineage page. It names every source this brief's thinking came from, by name and by date; the papers, the buildings, the century.
Includes
The Brief as a single source of truth
Versioned PDF set
90-day route forward
Strategy document
The Brief & Lineage
(001)
Assumptions Audit
Every assumption the project is resting on, marked confirmed, challenged or overturned. We are looking for the beliefs that are load-bearing: the ones where being wrong changes the plan rather than the paint. Most projects carry between thirty and fifty. Most founders have never seen them in a list.
Includes
Pre-brief questionnaire
Project framing
User
Market
Programme
Operation
1:1 session
Assumptions Audit
(002)
Market-Gap Read
On axes that are not price and not quality. If your positioning would still be true if a competitor said it, it isn't a position.
Includes
Comp analysis
Micro-market research
Planning policy & constraints
Sector data
Market gap map
Spatial opportunity
Strategy document
Market-Gap Read
(003)
Sensory-System Direction
The physical consequences: what the arrival has to do acoustically, what the light has to do at four in the afternoon and at nine at night, where the material budget earns its keep and where it is decoration. The operations layer that governs the rest. Targets, not adjectives.
Includes
Acoustics
Lighting
Air quality
Thermal comfort
Material & form
Operations map
Strategy document
Sensory-System Direction
(004)
Five Design Principles
Five, not twelve, each carries an intent, an instruction and the consequence of losing it; so that when value engineering arrives in month nine the conversation is about what you are giving up rather than what you are saving.
Includes
Design intent
Instruction to achieving it
Consequence of losing it
1:1 session
Five Design Principles
(005)
The Claims Register
This is the one nobody else gives you. Two columns against every recommendation in your brief; graded A to D for the strength of the evidence behind it, and what it rests on. A is replicated and robust. D means we believe it and cannot prove it, and here is why we believe it anyway.
Includes
Spatial recommendations
Experiential recommendations
Operational recommendations
Evidence graded
1:1 session
The Claims Register
(006)
The Brief & Lineage
Cover, contents, the six documents, dated and version-numbered, made to sit on a table and be argued over rather than scrolled past. At the back there is a lineage page. It names every source this brief's thinking came from, by name and by date; the papers, the buildings, the century.
Includes
The Brief as a single source of truth
Versioned PDF set
90-day route forward
Strategy document
The Brief & Lineage
Who this is for:
Who this is for:
Hospitality
Co-living
Wellness
Longevity
If you're planning something for 2027, set the groundwork early and get in touch.
Founders
With an idea
You know what you want it to feel like. You have not yet written down what has to be true for that feeling to survive contact with an operating model.
Founders
With an idea
You know what you want it to feel like. You have not yet written down what has to be true for that feeling to survive contact with an operating model.
Founders
With an idea
You know what you want it to feel like. You have not yet written down what has to be true for that feeling to survive contact with an operating model.
Operators
Brand-driven
You are not trying to be liked by everyone and you already know your vision. What you want is someone who will hold a position with you, and be honest about which parts work, and which don't.
Operators
Brand-driven
You are not trying to be liked by everyone and you already know your vision. What you want is someone who will hold a position with you, and be honest about which parts work, and which don't.
Operators
Brand-driven
You are not trying to be liked by everyone and you already know your vision. What you want is someone who will hold a position with you, and be honest about which parts work, and which don't.
Developers
With a site
You need a concept that survives underwriting, and something specific to say about the asset that isn't the same wellness paragraph as every other deck on the desk.
Developers
With a site
You need a concept that survives underwriting, and something specific to say about the asset that isn't the same wellness paragraph as every other deck on the desk.
Developers
With a site
You need a concept that survives underwriting, and something specific to say about the asset that isn't the same wellness paragraph as every other deck on the desk.
Brands
Experiential-driven
Some of the best briefs we have written are for people opening one thing, carefully, with their own money. If that is you do get in touch.
Brands
Experiential-driven
Some of the best briefs we have written are for people opening one thing, carefully, with their own money. If that is you do get in touch.
Brands
Experiential-driven
Some of the best briefs we have written are for people opening one thing, carefully, with their own money. If that is you do get in touch.
The brief is written against the body, not the aesthetic.
Every principle the brief produces names a target physiological state and a metric, not an adjective.
"Calm" is a vibe.
"A customer's shoulders should come down within the first 90 seconds, and the lounge holds RT between 0.4 and 0.6 seconds to make that possible" is a brief you can build from.
Every principle the brief produces names a target physiological state and a metric, not an adjective.
"Calm" is a vibe.
"A customer's shoulders should come down within the first 90 seconds, and the lounge holds RT between 0.4 and 0.6 seconds to make that possible" is a brief you can build from.
Groundworks
Groundworks
Pricing
Lump sum
Installments
£8,500
(+VAT)
Assumptions audit
Market-gap read
Spatial specification
Five core experiential principles
Design-team-ready brief document
Delivery time
6 weeks
Lump sum
Installments
£8,500
(+VAT)
Assumptions audit
Market-gap read
Spatial specification
Five core experiential principles
Design-team-ready brief document
Delivery time
6 weeks
Lump sum
Installments
£8,500
(+VAT)
Assumptions audit
Market-gap read
Spatial specification
Five core experiential principles
Design-team-ready brief document
Delivery time
6 weeks
Continents worked across
Continents worked across
Continents worked across
Brands built and consulted on
Brands built and consulted on
Brands built and consulted on
Industries worked with
Industries worked with
Industries worked with
Gross development value completed
Gross development value completed
Gross development value completed
Join the waitlist
Six weeks. One brief to build from.
Places are limited, starting October 2026.
Be the first to know
Receive early access to our calendar, booking system and collaborations.
Exclusive insights
A blend of science, art and commercial insights that empower next gen thinking.
Join the waitlist
Six weeks. One brief to build from.
Places are limited, starting October 2026.
Be the first to know
Receive early access to our calendar, booking system and collaborations.
Exclusive insights
A blend of science, art and commercial insights that empower next gen thinking.
Join the waitlist
Six weeks. One brief to build from.
Places are limited, starting October 2026.
Be the first to know
Receive early access to our calendar, booking system and collaborations.
Exclusive insights
A blend of science, art and commercial insights that empower next gen thinking.