What Dalziel & Pow does

Dalziel & Pow (D&P) is a London-headquartered, independently owned brand experience and retail design consultancy founded in 1981. The firm serves major global brands across fashion, beauty, food and beverage, technology, cultural attractions, and retail, delivering work that spans brand strategy and visual identity systems through to flagship and boutique retail environment design, omnichannel experience strategy, and immersive multi-sensory installations combining physical environments with digital projection, soundscapes, and scent design.

The firm's core technology stack is centred on integrated brand-and-experience design rather than a software platform: it combines creative direction, interior design, retail format strategy, digital interaction design, and content creation (including AI-generated visuals via third-party models such as Google Veo 3.1 and Gemini) within a single studio. Notable technical components include the Guinness Storehouse Ingredients Experience (multi-sensory installation with a 14m water curtain and LED immersive rooms), Molton Brown's Digital Fragrance Finder, and "The Cube" — a fully LED-enclosed AI-driven activation for Google Pixel 10 in Madrid. D&P does not offer a unified SaaS product; all outputs are bespoke professional deliverables.

The business model is a pure B2B professional-services consultancy. Revenue is generated through bespoke design engagements scoped by project, with multi-year strategic retainers (Primark 30-year, Google since October 2024, Pandora since 2021, Victorinox since 2020, Next, Guinness/Diageo) providing recurring anchors alongside one-off identity and flagship projects. Pricing is quote-driven with no published rate card; multi-phase rollouts (e.g., 100-store Google EMEA plan; 83-store Victorinox global refresh; 80+ RW&CO Canadian estate; 100+ Primark global stores) form the contract backbone. Customer acquisition runs primarily through portfolio, industry awards (Transform, DBA, EuroShop, SHOP!, FRAME), referrals from existing clients, and direct enterprise outreach, with no public pricing or self-service channel.

Name

Dalziel & Pow

Legal name

Dalziel & Pow Design Consultants Limited

Website

https://dalziel-pow.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Short description

Dalziel & Pow is a London-based independent brand experience and retail design consultancy, founded 1981, serving major global fashion, beauty, food & beverage, tech, and cultural brands with integrated brand strategy, retail concept, and immersive multi-sensory experience design.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Design Consultancy Services: Dalziel & Pow generates revenue by providing strategic brand design, retail experience design, and communications design consultancy services to enterprise clients. Projects are scoped and delivered on a contract basis, typically spanning brand strategy, concept development, retail environment design, and rollout support. The company serves as a strategic agency partner, often retained for multi-phase and ongoing client relationships (e.g., 30-year partnership with Primark, multi-year programmes with Next, Guinness/Diageo).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Dalziel & Pow is an independent London-based creative agency that delivers brand experience design, retail design, and communications design consultancy services to enterprise clients worldwide. Engagements typically span brand strategy and identity creation, retail environment and flagship store concept design, immersive multi-sensory experience design, omnichannel experience strategy, and visual merchandising, delivered on a project or multi-year contract basis for major global brands.

Product overview

Dalziel & Pow is a brand experience and retail design consultancy offering strategic services across brand strategy, brand identity design, retail design (from boutique to flagship), experience strategy, customer experience, omnichannel journeys, and format strategy. Their portfolio includes diverse client projects spanning luxury, fashion, beauty, food & beverage, toys, and multi-brand retail sectors. As a service-based consultancy rather than a software product company, they do not offer a unified software platform with modules—instead they deliver bespoke design solutions tailored to each client's brand and retail needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Experience Design
• Retail Design
• Multi-Sensory Immersive Experience Design
• Digital Fragrance Finder Digital scent-matching tool for fragrance and beauty clients (e.g., Molton Brown flagship), accessible online and in-store, using visual cues and personality-based questions to match users with complementary scents. Projected onto an in-store Fragrance Bar for interactive discovery.
• AI-Powered Immersive Visual Storytelling (The Cube)

Quantifiable outcome

• Guinness Storehouse attracts over 1.6 million visitors annually
• +5 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered flagship, minor, core and key.

• Google (Pixel 10 — The Cube Madrid)flagshipStrategic or Co-development Partner · 1 May 2026D&P created a fully immersive 'The Cube' experience in Madrid in collaboration with Google, celebrating the Google Pixel 10 launch. The experience featured AI-generated visuals using Google Veo 3.1 and Gemini, LED immersive rooms covering walls, floor and ceiling, and surround sound. Located at Espacio Movistar de Gran Vía, the week-long activation showcased Pixel 10's camera and AI capabilities through a multi-sensory journey.
• Espacio Movistar (Gran Vía, Madrid)minorChannel Partner/ Reseller/ Distributor · 1 May 2026The Google Pixel 10 'The Cube' immersive experience was hosted at Espacio Movistar de Gran Vía, one of Madrid's most famous streets. The venue provided the physical space for the week-long activation showcasing Google Pixel 10's AI and camera capabilities.
• JENKI MatchaminorStrategic or Co-development Partner · 1 March 2026D&P partnered with JENKI Matcha (a Wise Business customer) to create a Matcha Bar within the Wise pop-up at Future Stores, Oxford Street. JENKI Matcha provided matcha beverages and drinks (including the Green White) inspired by contemporary Japanese matcha bars, complementing Wise's distinctive green brand palette.
• Lazy OafminorStrategic or Co-development Partner · 1 December 2025D&P partnered with Guinness and streetwear brand Lazy Oaf to design a pop-up shop in Stephen's Green Shopping Centre, Dublin, featuring a limited-edition collection of unisex jackets, knitwear, t-shirts and accessories. The 'Slow Studios' concept featured a bold black-and-white interior with plywood and Bolon textures.
• Guinness (Diageo)coreStrategic or Co-development Partner · 1 December 2025D&P has an ongoing, multi-year strategic partnership with Guinness/Diageo spanning the Guinness Storehouse (multiple award-winning experiences), Open Gate Brewery London (54,000 ft² wayfinding, signage, and retail design), and Guinness x brand collaborations. The partnership has produced multiple award-winning experiential retail projects including the Ingredients Experience (Diamond at Transform Awards 2026) and the Yeast Room.
• Luxasia IndonesiakeyChannel Partner/ Reseller/ Distributor · 1 January 2025Victorinox partnered with Luxasia Indonesia to expand its retail presence in the high-potential Indonesian market. D&P's retail design concepts support these expansion efforts, with Victorinox strengthening its global footprint through impactful partnerships in key growth regions.
• Crisis (UK Homelessness Charity)keyStrategic or Co-development Partner · 1 January 2025D&P partnered with Crisis (UK charity dedicated to ending homelessness) to design the Crisis Dropshop Hammersmith outlet concept and the 80s TV-inspired Savile Row Christmas pop-up. These projects applied commercial-grade retail design thinking to charity retail, raising funds while reimagining the outlet experience.
• The Yards / Historic Old Brewer's Yard (Covent Garden)minorOthers · 1 January 2025The Guinness Open Gate Brewery London is located on the site of the historic Old Brewer's Yard in The Yards in Covent Garden, a historic and complex quarter. D&P's wayfinding and retail design navigates this complex multi-building site.
• GooglecoreStrategic or Co-development Partner · 1 October 2024D&P partnered with Google since October 2024 as a strategic design partner for Google's EMEA retail presence. D&P refreshed Google's existing EMEA retail toolkit and designed new experiential shop-in-shop concepts showcasing Pixel smartphones, Gemini AI features, and the broader Google ecosystem. The new concepts launched across third-party retailers in Amsterdam, Rotterdam, Portugal, Prague, Paris and more, forming the foundation for Google's EMEA retail rollout of 100 new stores with 16 already open.
• Pixel ArtworkskeyTechnology or Integration · 1 January 2024D&P partnered with Pixel Artworks to relaunch the Yeast Room as part of the Guinness Storehouse Ingredients Experience. Pixel Artworks contributed digital interactive installations, projections, and motion-tracking technology to create the immersive yeast cell experience. The collaboration combined D&P's retail experience design with Pixel Artworks' digital expertise.
• HamleyskeyStrategic or Co-development Partner · 1 January 2024D&P created a new global store concept and communications approach for Hamleys, interpreting the brand's London heritage for an international audience. The new vibrant red and white retail identity has been launched globally across Hamleys' international store estate.
• Reliance RetailcoreStrategic or Co-development Partner · 1 January 2024D&P worked with Reliance Retail to create Tira, a new Indian beauty brand. D&P developed the complete brand identity, tone of voice, omnichannel experience strategy, and digital platform design. Tira provides a seamless, personalised beauty experience with curated global and Indian home-grown brands across physical stores and online.
• Sara Al Rashed (Founder, Asteri Beauty)coreStrategic or Co-development Partner · 1 January 2024D&P partnered with Asteri Beauty's founder Sara Al Rashed to create the entire brand from scratch — brand identity, positioning, retail concept, and a constellation of brand homes across Saudi Arabia and the Gulf region. The brand is deeply rooted in a sense of place, celebrating Arab women's identity while competing on the global beauty stage.

Scale indicators5 records

Recent moves6 records

Expansion highlights8 records

Direct peers

• Pentagram: Independent, partner-led design agency with strong brand identity and retail design practice. Comparable to D&P as an independently owned, multi-discipline design firm serving high-profile brand clients, with a similarly high award profile.
• Carter Wong: London-based independent brand and retail design agency. Closely comparable to D&P in scale, ownership structure, and focus on brand identity, retail environments, and wayfinding for enterprise and cultural clients in the UK and internationally.
• Pearlfisher: Independent London-based brand design agency with a strong CPG, beauty, and lifestyle client base. Comparable to D&P in independent ownership, London roots, and brand identity plus retail-facing work for premium consumer brands.
• Jones Knowles Ritchie (JKR): Independent brand design agency with deep CPG, beauty, and retail experience. Comparable to D&P in its independent ownership, brand-and-packaging focus, and global brand-client roster, and competes for the same kind of brand identity and retail environment briefs.
• FITCH (Fitch Design): Specialist retail and brand experience design consultancy (Publicis). One of D&P's closest direct competitors in retail environment design, with overlapping service offerings in store concept, wayfinding, and brand experience for global retail and F&B clients.
• Wink Design: Independent Australian retail and brand design agency with global reach. Comparable to D&P in focus on retail experience design, store concept development, and brand identity, and a relevant peer in the broader network of mid-size independent design consultancies competing for global retail mandates.
• Brash Inc. Independent London-based retail and brand design agency with strong experience in flagship and concept stores. Comparable to D&P in delivering retail environment design and brand identity for enterprise retail, fashion, and lifestyle clients.

Broad incumbents

• Landor & Fitch: Global brand and design consultancy (WPP) with end-to-end capabilities in brand strategy, identity, and retail experience design. Comparable to D&P in serving global enterprise clients across retail, F&B, and culture, but with a much larger studio network and broader service portfolio.
• Superunion: Global brand and design consultancy (Omnicom) with strong retail, brand identity, and experience design capabilities. Overlaps with D&P across brand strategy, identity systems, and retail environment design, and competes for many of the same global enterprise mandates.
• R/GA: Global experience design and innovation agency (IPG) with practices spanning brand, retail experience, and digital product. Comparable to D&P at the intersection of brand and experience, particularly relevant given D&P's work with Google and other tech/retail innovators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dalzielandpow
• Instagraminstagram.com/dalzielandpow
• Xx.com/DalzielandPow

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dalziel & Pow