Monthly Archives: December 2017

Arsenal Football Club

Truth Four years after making the Emirates their home in 2006, Arsenal FC re-enlisted 20.20 to develop their fan experience at Club Level and set new benchmarks in global stadia hospitality. The truth is that exclusive stadium spaces no longer compete for a captive local audience; the Emirates had to excel against Michelin-star restaurants and […]

TUI Marella Discovery

Truth When TUI UK unveiled plans for a new addition to their Marella Cruises fleet, their ambition was not only to modernise the cruise customer experience – but to attract a younger audience of holidaymakers and families on board. Together, we defined a design concept for Marella Discovery that would deliver a range of family-friendly […]


Truth SMYK has been Poland’s favourite toy store for over 50 years – and though its offer has broadened over time, its focus on families has never faltered. SMYK needed a creative review of its overall proposition, brand identity and store design for local markets and for new retail opportunities in the Middle East. Together, […]

London Stadium

Truth Since the Olympic Games left London spellbound, the stadium has made a promise to East London – to remain an active part of the community as well as a longstanding tribute to ambition. Charged with designing permanent hospitality spaces for the former Olympic Stadium, we needed to balance the needs of stakeholders as diverse […]

Liverpool Football Club

Truth We worked with Liverpool FC over five years. As concept designers for some 12+ hospitality spaces in and around Anfield, it’s arguably our behind-the-scenes work with the leadership team that’s had the biggest impact. We helped the club to define and articulate their internal culture, “The Liverpool Way.” We did this by engaging fans […]


Truth For generations, empik had been Poland’s leading book and entertainment retailer. In the last decade, the retailer responded to shrinking demand and online competition by introducing new categories, which disgruntled loyal customers. It had become a confused lifestyle retailer when the new CEO decided to reclaim empik as a Polish cultural icon. Customers wanted […]


Truth Viennese department store, Steffl challenged us to transform the first floor of their iconic flagship into the most desirable intimate apparel destination in Austria. This premium space needed to reflect the city’s creativity, architecture and culture; the building’s connection to Mozart; a passionate brand proposition and the customers’ voracious appetite for luxury labels. Locals […]


Truth Sometimes even the experts need help. In the mid-nineties, food giant Sainsbury’s spent millions trying to revitalise their business without success. Customers simply hadn’t noticed any real change and the business was growing increasingly out of touch. Changing perceptions required a complete overhaul of the Sainsbury’s brand and culture. Change Working closely with the […]


Truth Luxury London emporium, Liberty is known and trusted the world over for its unique and democratic edit of the most desirable brands. When Liberty approached 20.20 for help redesigning their expanded Beauty Hall, our team understood that a building as theatrical as Liberty required an equally dramatic design story inspired by the brand’s heritage. […]


Truth Hobbycraft approached us to create a brand and retail experience just as the revival trend for crafting was building momentum in austerity Britain. We understood that to capture their share of this new market and to differentiate Hobbycraft from supermarkets and online stores, the new brand experience had to showcase the process of crafting, […]