Have Your Say: How do diversity and inclusion initiatives improve businesses and projects?
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James Dwyer, Creative Director, Lumsden Design responds to our question: “How do diversity and inclusion initiatives improve businesses and projects?”
‘At Lumsden, diversity and inclusion aren’t tick-box exercises, they’re central to who we are and how we work. We’re a small but international team, and it’s our differences, where we come from, our cultures, and perspectives, that make us stronger and more creative.
Our team represents Brazil, China, Turkey, Poland, the UK, and Ireland. This cultural mix shapes our creative process, bringing fresh thinking and empathy to design spaces that feel meaningful and inclusive worldwide.
To us, diversity is a mindset, being open to different voices and building a studio culture where everyone can contribute. Inclusion isn’t just policy; it’s how we work every day. We’re committed to an environment where everyone feels respected, valued, and empowered to share their views, with equal opportunity to thrive.
Since I took over the business two years ago, we’ve restructured our team to create an even more supportive environment. While we’ve moved away from a flatter structure, open dialogue remains key, everyone’s voice is heard, and collaboration happens at all levels. Senior designers lead projects confidently, while junior designers play vital roles, staying engaged, learning quickly, and working closely with clients. This balance builds trust, empowerment, and drives stronger decisions and outcomes.
Inclusion includes actively listening and creating space for underrepresented perspectives. In our sector, that involves gaining a deep understanding of our clients’ audiences, the people who experience the spaces we create. Our work with children’s literacy charity Grimm & Co. has shown how powerful it is to design with, not just for, communities, especially young voices often overlooked. Grimm & Co.’s Emporium of Stories was recently honoured with the Cultural Enterprises Best Visitor Experience Award 2025, highlighting the impact of inclusive, community-focused design.
Our current projects with international museums, brands, and visitor attractions currently stretch from Los Angeles to Tokyo, Copenhagen to Hong Kong. By immersing ourselves in diverse cultures and working closely with local partners, we enrich both our projects and our team. Outside the studio, our team’s wide-ranging passions, from travel and sport to design and culture, fuel our curiosity and deepen our connection to the communities we create for.
A current project in Shanghai exemplifies this approach. We’re creating a visitor destination that blends experience, commerce, IP, and local culture. By drawing on the insights of our Chinese colleagues and local partners, we’re shaping a world-class experience rooted in cultural understanding, avoiding clichés and crafting concepts that feel both authentic, fresh and locally relevant.
For us, embracing accessibility, diversity, and inclusion throughout the design process is fundamental to creating exceptional environments. This approach sparks creativity, challenges assumptions, builds partnerships, and enables everyone to feel included and empowered, both during the design process and beyond.
By considering diverse ages, abilities, backgrounds, and cultures from day one, we elevate both design and experience, shaping every detail to ensure all visitors feel truly welcome, valued and able to participate. We design for everyone, not just ourselves — and that makes all the difference.’
James Dwyer, Creative Director of Lumsden
James Dwyer is Creative Director at Lumsden, the London-based design studio specialising in creating iconic commercial spaces for international brands, museums, and attractions. Lumsden’s work delights, tells stories, and immerses visitors in the world of beloved destinations, seamlessly integrating shopping, dining, and entertainment into the experience.
As a founding member of Lumsden, James combines creative vision with practical solutions, ensuring each project resonates with its audience. His work includes the MoMA stores, M+ Museum in Hong Kong, the National Theatre, and Warner Bros. Harry Potter Studio Tours in London and Tokyo, contributing to the success of renowned global destinations.