What Specific Generic does

Specific Generic is a Stockholm-based architectural design studio founded in 2017 by Ali Nick, operating as part of the We Are Bono group. The studio specializes in site-specific, bespoke architectural and interior design delivered from initial concept through completion, working with clients, craftsmen, and contractors across fashion, luxury, beauty, lifestyle, footwear, hospitality, gaming, media, and coworking categories. Its core products are architectural design services, creative direction, and interior design, with an add-on module for furniture and interiors production accessed through its parent group. The firm's go-to-market is enterprise field sales: projects are won and executed directly with brand owners, evidenced by a portfolio spanning 40+ brand clients including Ferrari, H&M, Max Mara, On, Byredo, Tom Wood, Belstaff, The Kooples, Aveda, and Mojang, with work delivered across at least eight countries (Sweden, France, UK, Japan, Switzerland, Norway, and the USA). The studio is led operationally by Creative Director Tove Lundgren and Managing Director Peter Dell'Uva, and it pursues premium positioning supported by a 2023-2024 cluster of industry awards (Guldstolen, Archdaily Building of the Year, Residence Magazine Interior Design of the Year, Scandinavian Design Awards Interior Designer of the Year).

The business model is project-based professional services: revenue is generated from bespoke design engagements priced through custom quotes rather than published pricing, and there is no public revenue disclosure, no venture funding history, and no subscription, licensing, or productized offering. Marketing relies on a website portfolio and an Instagram channel (@specificgeneric_projects), with earned press as a mid-funnel channel. Customer concentration is anchored in fashion-retail flagships and headquarters, with growing share in adjacent lifestyle and creative verticals; project-based pricing combined with marquee-enterprise logos (Ferrari, On's five-city rollout) suggests revenue is lumpy and skewed to a relatively small set of multi-project enterprise accounts rather than a long tail of small clients. Geographic reach is technically global via project delivery, but operationally single-office (Stockholm) and reliant on the parent group's multi-studio footprint to scale without proportional headcount expansion.

Name

Specific Generic

Legal name

Specific Generic

Website

https://specificgeneric.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Specific Generic is a Stockholm-based architectural design studio, founded in 2017 and part of the We Are Bono group, delivering bespoke site-specific architecture, interior design, and creative direction for fashion, luxury, beauty, lifestyle, and brand clients across eight-plus countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Architectural Design Services: Full-service architectural design studio providing concept-to-completion services for commercial and residential spaces. Projects span retail stores, headquarters, and branded environments for fashion, lifestyle, and lifestyle brands.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Specific Generic is an architectural design studio that leads projects from initial concept to completion, working closely with clients, skilled craftsmen, and contractors. The studio specializes in site-specific, bespoke design across retail stores, brand flagship locations, headquarters, showrooms, and commercial environments for fashion, lifestyle, beauty, footwear, and hospitality brands. Operating as part of the We Are Bono group, it also benefits from vertical integration via in-house furniture and interior production capabilities.

Product overview

Specific Generic is a single unified architectural design studio offering architectural design services, creative direction, and interior design. The studio operates as part of We Are Bono, a network of several architectural studios that also offers in-house production of furniture and interiors. The core offering centers on bespoke, site-specific design solutions for retail spaces, showrooms, headquarters, and commercial environments, working with clients from initial concept through project completion.

Differentiator

Problem solved

Functional benefit

Products and services

• Architectural Design Services Full-service architectural design leading projects from initial concept through completion, working closely with clients, skilled craftsmen, and contractors to deliver site-specific, bespoke design solutions.
• Creative Direction Strategic creative direction for brands, shaping spaces and objects to shift perspectives, move people, and inspire through the intersection of culture and commerce.
• Interior Design Bespoke, site-specific interior design solutions ensuring each project results in a unique and tailored outcome for every client or brand across retail, headquarters, and commercial environments.

Named customers36 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• We Are BonocoreStrategic or Co-development PartnerSpecific Generic is part of We Are Bono, which includes several architectural studios. We Are Bono also offers in-house production of furniture and interiors, providing Specific Generic with vertical integration capabilities for their design projects.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Note Design Studio: Stockholm-based independent design studio working across architecture, interior design, and product design for commercial clients. Directly comparable in geography, scale, and focus on bespoke retail and commercial space design.
• Form Us With Love: Stockholm design studio working at the intersection of furniture, product, and spatial design for brands. Comparable in Nordic design positioning, multi-disciplinary offering, and brand-client roster.
• Studio Yabu Pushelberg: Toronto/New York design firm specializing in luxury retail, hospitality, and residential interiors for premium global brands. Directly comparable in luxury flagship design positioning and enterprise brand clientele.
• Universal Design Studio: London-based design studio specializing in retail, hospitality, and brand environments for premium international clients. Closely comparable in bespoke commercial interior design for fashion and lifestyle brands.
• Brinkworth: London-based design and branding agency focused on retail and commercial environments for fashion and lifestyle clients. Comparable in bespoke retail design services and enterprise fashion brand focus.
• Dalziel & Pow: London retail design agency creating brand-led store environments for fashion, beauty, and lifestyle brands. Comparable in retail-focused interior design and similar enterprise fashion/luxury clientele.
• White Webb: London-based design consultancy focused on retail, brand, and commercial environments. Comparable in bespoke retail design and fashion/lifestyle brand client base.

Broad incumbents

• Snøhetta: Global architecture and design practice with strong Scandinavian heritage and a broad portfolio spanning architecture, interiors, and brand environments. Comparable in Scandinavian design sensibility but operates at vastly larger scale.
• Gensler: Global architecture, design, and planning firm serving retail, hospitality, and commercial clients worldwide. Comparable in retail and commercial interior design but operates as a broad incumbent across many verticals and project scales.

Regional players

• Cobe: Copenhagen-based architecture studio with a strong Scandinavian design identity and portfolio spanning public, commercial, and cultural buildings. Comparable in Nordic architectural positioning and design language, though operating primarily in the broader Scandinavian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/specificgeneric_projects
• LinkedInlinkedin.com/company/specificgeneric

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Specific Generic