About

Combining commercial insight with creative instinct, we help clients identify their audience, claim the white space and build propositions that are distinct, coherent and compelling. What we deliver is a strategic foundation that the boardroom can get behind, and operators, designers and marketing teams can build from.

We keep a close eye on the industry, but we don’t recycle trends. We dissect them to understand the deeper shifts in consumer tastes and behaviour that point to the next opportunity. Pulling from a wide range of sources, from statistics to on-the-ground observations, we dive deep with each project to uncover insights that you won't find in a trend report.

Futuring was founded by Nelli Wahlsten, who has delivered hospitality and wellness projects for brands including Lina Stores and Arc, and designed environments for global names such as Fortnum & Mason and JLR. Having worked both client side and in design studios, she speaks the language of commercial and creative teams alike, and knows how to bring both sides to the same table.