people
Employees and organisational culture shape how an experience feels, bringing hospitality to life through genuine human connection.
global strategy + design studio
the visitor
experience company
Designing the people, places and platforms that make journeys work.
We help tourism destinations, authorities and airports build visitor experience ecosystems.
ecosystem
the connected system behind every journey
Visitor experience ecosystems are the people, places and platforms that enable the visitor journey.
places
Architecture, landscapes, wayfinding and amenities guide how visitors move and flow, defining the rhythm and pace of a destination.
platforms
Digital products, services, data and systems remove friction across the journey and enable seamless, personalised interactions.
We help ambitious organisations create harmony between visitors and the people, places and platforms that serve them.
work
selected projects / measurable change
KSA Public Investment Fund
Accelerating billion-dollar tourism investments with Crown Prince Mohammed bin Salman.
GDRFA (Dubai Government)
Boosting Smart Gate adoption by 300% and cutting failures by half.
Dubai Airports
Aligning services across terminals to raise satisfaction and efficiency.
NEOM Nature Reserve
Defining a visitor experience strategy to drive sustainable growth and protect nature.
Emirates Airline
Removing barriers and enhancing dignity for autistic passengers.
NEOM Sports
Reimagining marine adventure through a digital scuba experience.
Dubai Airports
Elevating airport bus transfers into a hospitality experience.
KSA Ministry of Culture
Redefining cultural personas to align with national initiatives.
Expo 2020 Dubai
Showcasing Dubai’s service quality to VIPs and world leaders.
Dubai Airports
Improving passenger wayfinding for 1.6 million extra visitors.
NEOM Nature Reserve
Defining a desert accommodation strategy that balances conservation and growth.
NEOM Tourism
Embedding measurable sustainability into the visitor journey.
services
strategy through delivery
We work across the full visitor experience lifecycle.
Set the direction for future visitor experiences.
- Vision & Principles
Define the target visitor experience and translate it into principles that scale across projects, partners and operators.
- Visitor Economy
Forecast demand, supply and value creation to align investment and capacity with strategic outcomes.
- Experience Masterplanning
Define phased plans for activating experiences, building infrastructure and growing capabilities.
- Executive Facilitation
Facilitate boards, government ministries and senior executives to align on vision and make critical decisions.
See the experience through the eyes of the visitor.
- Ethnographic Intelligence
Observe visitors in context to uncover unspoken needs, with AI synthesis revealing patterns in qualitative insights.
- Behavioural Insights
Identify decision-drivers and psychological triggers that shape visitor choices, behaviours and memories.
- Dynamic Personas
Create actionable visitor profiles to guide decisions, enhanced with large-scale datasets that keep segments evolving over time.
- Future Foresight
Anticipate social, economic and technological shifts, using AI modelling to test experience offerings against future scenarios.
Turn strategy into human, spatial and digital journeys.
- Experience Concepts
Define signature concepts that embody the identity and story of a place.
- Service Blueprints
Map journeys across human, spatial and digital touchpoints, linking them to backstage systems.
- Touchpoint Prototyping
Test experiences through frontline staff role-plays, spatial walk-throughs or digital mock-ups.
- Experience Requirements
Translate journeys into detailed specifications for build, operations and technology.
Enable teams to design, deliver and sustain experiences.
- Experience Toolkits
Embed experience design playbooks and experience assessment models across development teams.
- Capability Development
Equip teams with the skills and knowledge to design, launch and improve visitor experiences.
- Operational Models
Define delivery structures, revenue flows and provider ecosystems to ensure sustainable, consistent and scalable experiences.
- Performance & Measurement
Build systems to track outcomes, improve quality and scale learnings across ecosystems.
insights
thinking for experience leaders
about
small senior team / global reach
Angus Lowe founded Studio Lowe in 2021 to help visionary teams design and build digital, spatial, and human experiences across tourism and aviation.
Angus is a strategist, researcher, facilitator, and designer who has spent 15 years designing customer experiences.
He has worked with global consultancies and agencies across tourism, aviation, conservation, culture, sport, banking, telecoms, energy, and pharmaceuticals.
Through an extensive network, Angus has access to global talent, spanning strategy, research, design, and execution, allowing Studio Lowe to rapidly scale.
Trusted in the rooms where difficult decisions get made.
“Angus sees the world differently and brings fresh perspectives that shift our thinking. He is an outstanding facilitator who we trusted to lead a critical session with Crown Prince Mohammed bin Salman. I can’t recommend him highly enough.”
“Angus was pivotal in designing and delivering our Smart Gates programme. His influence extended far beyond, shaping service standards and elevating the passenger journey across Dubai Airports.”