10 Years of SS+A: A Decade of Impact. A Future Full of Ideas.
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. Over the last decade, we’ve supported hundreds of organisations, reached millions of visitors, and helped shape how people experience places that matter.
This milestone means a lot to us, not just because it marks a journey of growth, but because it proves that ideas with heart, rigour and ambition can make a real, lasting difference.
So far in 2025, we've been busy...
Returned to the Museums + Heritage Show, where we once again curated the Ambience Networking Lounge, a dedicated space for connection, curiosity, and deep experience design thinking. Stephen joined Suzanne Buck (Flow Associates) to deliver the talk ‘God is in the details’, challenging the sector to move beyond surface-level tweaks.
Explored Egypt’s cultural landscape, as part of the Experience UK Trade Mission, visiting the Grand Egyptian Museum, NMEC, and the Guyer Anderson Museum, and connecting with the inspiring leaders behind these visionary projects.
Embarked on our sustainability journey with the brilliant team at Distinkt. We’ve committed to weekly ‘Sustainability Hour’ sessions, working through 103 focused objectives that will help us build a more transparent, purposeful, and regenerative way of working, and we’ll be bringing our network along for the journey.
Joined the SEA Expo in Saudi Arabia, sharing our approach to crafting emotionally resonant and commercially effective experiences, and exploring new opportunities in a fast-growing, experience-driven region.
Brought the Ambience Clinic to Spring Fair 2025, creating a multisensory lounge experience that boosts emotional connection and brand loyalty. A highlight? Stephen’s nomination as one of retail’s Most Influential People, a well-deserved nod in our 10th year.
Launched the Cultural Connections Lounge at the Cultural Enterprises Conference, a new space for sector peers to relax, network and exchange bold ideas, the conference was attended by over 800 people from across the arts, heritage and cultural sectors.
Introduced our new Visitor Journey Map approach, helping organisations reimagine the visitor experience with fresh eyes and unlock hidden value across every touchpoint.
Looking back, moving forward
This month marks the beginning of a series of reflections and celebrations, but also provocations. Because while anniversaries are about looking back, they’re also an invitation to look ahead.
Over the next six months we’ll be sharing stories from our Associates, celebrating our clients and collaborators, and asking some honest questions about what the next 10 years of cultural and heritage experience design should really look like.
We’ve still got a few unexpected turns and thought-starters up our sleeve. And yes, there may be birthday cake!
But for now - thank you.
Whether you’ve partnered with us, shared your wisdom, championed our work, or simply followed along, you’re part of the reason we’re here.
We’re proud of what’s behind us. And even more excited for what’s ahead.
Stephen and the SS+A Team