At this year’s Autumn Fair, our Ambience Director Stephen Spencer took to the stage alongside Demi Pendakis, Fragrance Specialist and Founder of F.Y.G, to explore how the senses can drive real commercial results, turning everyday customer interactions into memorable, profitable experiences.

At Stephen Spencer + Associates, we keep our fingers firmly on the pulse of the cultural, retail, and attractions sectors. Our Associates have been reflecting on the standout trends, emerging ideas, and shifting behaviours they’re seeing on the ground. From immersive wellness to sustainability, here’s what they think you should be watching next, and how these insights could help you create experiences that are memorable, meaningful, and commercially smart.

Stephen Spencer + Associates, the Ambience Architects renowned for creating unforgettable visitor experiences and driving commercial success in the cultural and retail sectors, has launched ‘Christmas Sparkle’, a specialist seasonal retail service designed to help attractions, cultural destinations, and shops make the most of the Christmas period.

The news that the future of The National Gallery will be shaped by an assembly of UK citizens, chosen by lottery, is as transformative as it is thought-provoking. As Maxwell Blowfield highlighted in his excellent Maxwell Museums newsletter, this initiative feels truly game-changing and I keep finding myself returning to it, trying to work out what it might mean for the cultural sector at large.

We’re excited to be back at Autumn Fair 2025 and this year, you’ll find us on stage, on stand, and on hand with practical advice to help you maximise ROI in these challenging times.

In this first instalment of our new 10 Questions with… series, we sit down with our founder and Ambience Director, Stephen Spencer, to talk about bold ideas, lessons learned, and what truly makes an experience unforgettable.

At Stephen Spencer + Associates we’ve always believed that creating unforgettable customer experiences and delivering commercial success should go hand in hand. But in 2025, there’s another non-negotiable: sustainability.

In 2025, Stephen Spencer + Associates turns 10. And as we hit the halfway point of this landmark year, we’re taking a moment to pause, to reflect, to celebrate, and to ask what’s next.

What began as a small, purpose-led consultancy has grown into a vibrant network of creative collaborators, thought leaders, and changemakers working across the cultural and heritage sectors.

Taste

Creating the perfect shopping environment is key to capturing customer attention and driving sales. Amongst the other senses, sound stands is a powerful yet often underestimated tool. The right music at the right level not only reinforces a brand’s identity but should also resonate with its target audience, subtly influencing how shoppers feel and behave.

We are offering 1:1 appointments with our team of retail experts to explore ways to maximise revenue from your customer experience. Ambience Clinics are available for all buyers and exhibitors, and you will come away with immediate actions to implement that will boost productivity and enhance your return on investment.

Stephen recenlty had the pleasure of meeting with Jeff Banks to talk about Spring Fair & Autumn Fair past, present and future, plus the key drivers for sustainable in-person experiences.

As the Christmas season unfolds, our High Streets transform into bustling hubs of excitement, festivity, and community spirit. For independent retailers, this time of year is not just about selling products; it’s about building connections, creating memorable experiences, and securing long-term customer loyalty.

Christmas is a magical time of year, and nowhere is this more evident than in the world of food and beverage retail and hospitality. Few people understand this better than Lindsey Butler, whose career has spanned over 25 years at some of the UK’s most prestigious retailers.

Earlier this year, Stephen wrote an opinion piece for Gifts Today in which he argued that trade show exhibitors and visitors should make 2024 the year in which all parties come together to work for the good of the High Street - and that this might start with a concerted effort to make in-person trade shows unmissable again.

During the festive season, the way your space looks can make all the difference. From carefully chosen lighting to seasonal colour schemes, every visual element contributes to how your customers perceive and engage with your brand.

The Sound of Christmas: Designing Festive Soundscapes. It’s not just about what your customers see - it’s what they hear.

Helen Keller, the American author, disability rights advocate, political activist and lecturer, who was blind from early childhood, said "Smell is a potent wizard that transports you across thousands of miles and all the years you have lived". In this age where stories are probably as powerful a marketing tool as they ever have been, the power of a smell to evoke memories and emotions should be a well-used component in any retailer’s toolbox.

As the Christmas season approaches, retailers face the annual challenge of creating unforgettable customer experiences, all while navigating the complexities of rising costs and shifting consumer expectations. The festive period can be a make-or-break moment for businesses. With this in mind, here are ten essential tips to get the customer experience just right this Christmas.

We are excited to announce that SS+A has welcomed Lauren Groves into our ranks full time as Ambience Architect, more formally referred to as Chief Operating Officer. With a passion for the cultural sector and years of working with multiple organisations, Lauren brings a wealth of experience and expertise to the table.

Last week Stephen Spencer FRSA FTS had the honour of attending the OxLEP Business Marketplace and awards event at the Examination Schools in Oxford.

Our team has been hard at work delivering impactful strategies, customer experiences, and business solutions for a range of iconic cultural and heritage sites. From castles to hospitals, bridges to abbeys, our associates have been instrumental in shaping projects that are not only transformational but also leave a lasting legacy.

This year at Autumn Fair, we are offering all visitors the opportunity to meet with one of our expert Associates to discuss one of nine topics to help maximise revenue from your visitor experience. Enjoy a complimentary tea or coffee at the Buyers Lounge with one of their Associates and come away with three immediate actions to improve productivity and return investment in your organisation.

Spring & Autumn Fair, the UK's largest and most inspirational retail trade shows for Home, Gift and Fashion, has announced the creation of a new Advisory Board designed to drive the continuous enhancement of the two shows and ensure that UK retail has a thriving marketplace in which to do business…and Stephen is one of them!

It’s time to take our brand experiences to the next level: delivered through curated sight, sound, touch, taste and (remember, whopping), smell. AR, VR, even blended reality, can’t compete with that.

From Marrakech to Silicon Valley and digital to physical, these recent experiences and excursions encapsulate the true meaning of Ambience.

Well, it's done! For months, we at Stephen Spencer + Associates have been living and breathing AMBIENCE - be it Ambience Networking Lounge or Ambience Playbook.