US-based experience consultancy, Geniant, has acquired NewTerritory, the London, UK-based design and brand experience studio. NewTerritory was founded in 2017 by Luke Miles, a former head of design for Virgin Atlantic and LG Europe. Design projects at the studio have included work for clients including Delta Air Lines, Mercedes-Benz AG, Airbus, Coca-Cola and, most recently Aeroméxico and LATAM.
In March NewTerritory launched a new division specialising in automotive and e-mobility design.
The acquisition is intended to accelerate Geniant’s global growth strategy while directly addressing what it sees as a ‘fundamental need in business transformation’ – the ability to look across all interconnected customer and employee touchpoints, identify the moments that matter most, and then design and deliver next-generation experiences.
“As more companies accept that the quality of their customer and employee experiences are key to marketplace success, the real challenge becomes identifying which moments to optimise first – and understanding why they matter,” said David Lancashire, Geniant’s chairman and co-CEO. “NewTerritory’s expertise in uncovering and shaping those ‘signature moments’ that leave a lasting impression is a powerful addition to Geniant’s capabilities, strengthening our ability to guide companies toward what truly drives loyalty and impact.”
Commenting on the announcement, Luke Miles, founder of NewTerritory, said: “Organisations face growing pressure to create distinctive, memorable experiences, but often turn to partners unable to deliver at the intersection of creative vision, strategic insights and AI. What drew us to Geniant was not just their mastery of these critical capabilities, but a shared belief that the current approach is broken, and that together we can help reimagine better workflows and experiences and actually bring them to life.”
