SUGAR FOR MY SOUL LIMITED

What SUGAR FOR MY SOUL LIMITED does

Sugar For My Soul Limited is a London-based creative production studio operating as a private limited company in England. The studio delivers creative production, set design, styling, event production, and brand activations for music artists, record labels, fashion and beauty brands, and entertainment clients. Its named work spans a roster of high-profile global talent, including Lady Gaga, James Blake, Bon Jovi, Central Cee, Olivia Rodrigo, and Sabrina Carpenter, alongside a portfolio of more than 100 projects.

The business is founder-led by Sara Farrell, with a core team of approximately five creatives covering direction, styling, set design, and event production. The studio does not operate a proprietary technology platform; its core technology stack consists of standard creative production tooling used to design, fabricate, and execute physical and visual campaign assets. Delivery is organized around individual projects with custom-quoted pricing, supplemented by delivery partnerships with agencies such as Kinc, Plain Jane, and nine Productions, which extend sourcing and execution capacity.

Revenue mechanics are project-based with no disclosed retainers, subscription pricing, or external funding. Geographic focus is primarily the UK, with project delivery extended into Amsterdam, Berlin, and Sweden. There is no disclosed headcount growth, no public funding history, and no technology IP, which together indicate an organic, services-led operating model in which the company's primary asset is the creative reputation and network of its founder and small core team.

Name

SUGAR FOR MY SOUL LIMITED

Legal name

Sugar For My Soul Limited

Website

https://sugarformysoul.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Sugar For My Soul Limited is a London-based, founder-led creative production studio delivering set design, styling, event production, and brand activations for music artists, record labels, fashion/beauty brands, and entertainment clients on a project basis.

Ownership category

akta.pro rank

Product category

Creative Production Services

NAICS

Independent Artists, Writers, and Performers (7115)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Event Theming, Mood Boards & Concept Design (HSACAOAH)

akta.pro secondary industry

Content & Creative Studio for Creators (Concepting/Production) (MPAAAHAD)

Keywords

• Creative production services
• Event activation production
• Set design styling
• Brand experience design
• Art direction services

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, Marketing or Sales, Supply Chain

Revenue model

1. Creative Production Services: Project-based fees for creative production, set design, styling, brand activations, event production, and visual storytelling services. Revenue generated through bespoke project quotes based on scope, complexity, and production requirements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Sugar For My Soul is a London-based creative production studio that designs and delivers art direction, event and activation production, set design and styling, exhibition curation, mural and live art production, brand activation experiences, and influencer collaboration events. The studio collaborates with brands, artists, record labels, agencies, and entertainment companies to produce album launches, listening parties, premieres, retail installations, and festival activations. Services are delivered as bespoke, project-based productions with custom teams assembled around each brief.

Product overview

Sugar For My Soul is a single-service creative production studio offering a unified suite of services rather than discrete software products. The core offering comprises Creative & Art Direction, Event & Activation Production, and Set Design & Styling. Specialized capabilities include Exhibition Curation, Mural & Live Art Production, Brand Activation Experiences, and Influencer Collaborations. These services are delivered as an integrated creative production offering, with the studio building custom teams around each brief. The company works with brands, artists, agencies, and businesses to create experiences, content, and events.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative & Art Direction Strategic creative direction and artistic vision for brand activations, events, and visual storytelling projects delivered to brands, artists, agencies, and entertainment clients.
• Event & Activation Production
• Set Design & Styling
• Exhibition Curation
• Mural & Live Art Production
• Brand Activation Experiences
• Influencer & Celebrity Collaboration Events

Named customers20 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, regular and minor.

• Kinc AgencycoreStrategic or Co-development PartnerRecurring collaboration partner on multiple Timberland projects including Amsterdam store launch, Nature Needs Heroes conference, custom workshops, and 50th anniversary celebration. Also partnered on The North Face VR experience and Brooklyn Brewery activations. Long-standing creative partnership with deep client integration.
• Plain JanecoreStrategic or Co-development PartnerFrequent agency partner on GHD BAFTA and Harrods activations, Sky Nature David Attenborough backdrop, Amazon Barnardos signwriting, and Vanderpump Rules photo moments. Collaborative production partner for multiple client projects.
• nine ProductionsregularChannel Partner/ Reseller/ DistributorProduction partner on JD x Stanley activation and e.l.f Soft Glam Carnival. Collaborative execution partner for experiential projects.
• Cent LDNregularStrategic or Co-development PartnerCreative production partner on Zacapa rum art direction, Tanqueray styling at Selfridges, and various alcohol brand activations.
• Wild Crew StaffingminorChannel Partner/ Reseller/ DistributorRecommended staffing partner for brand ambassadors and event hosts. Led by Lewis Wildman, provides professional event staffing for activations.
• Squish AgencyregularStrategic or Co-development PartnerCreative agency partner for James Blake 'Trying Times' visualisers, Chrissi Lou music video, and Simon Cowell 'The Next Act' projects. Provides art direction and production coordination.
• Mr CenzregularStrategic or Co-development PartnerGraffiti artist collaboration on multiple mural projects including W1 Curates Oxford Street installation with mobile app launch, Balans Soho Pride mural, and Cinco de Mayo celebration. Artist brings augmented reality capabilities.
• Captain KrisminorStrategic or Co-development PartnerLive art artist for Garrison barrel conception and design, and GOL photo moment installation.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Pentagram: Largest independent design partnership, with London partners covering brand identity, environmental design and installations. Comparable creative-services DNA but far broader scope and resources.
• The Mill: Global creative production and post-production studio serving advertising, film, music and entertainment clients. Overlaps on experiential and event production but operates at significantly larger scale with permanent infrastructure.
• Mother London: Major London creative agency producing campaigns, brand experiences and activations for global brands. Overlaps with SFMS on experiential production but at much larger scale and broader service portfolio.
• Ridley Scott Creative Group: Global creative production company spanning commercials, film, experiential and branded content. Comparable in creative production services but at significantly larger scale and broader geographic footprint.
• Wieden+Kennedy London: Major global creative agency with London office producing campaigns, brand experiences and activations for global brands including some of SFMS's clients (e.g., Nike-adjacent accounts). Operates as a broad incumbent with overlapping experiential capabilities.

Direct peers

• Big Active: London-based creative agency and production studio with a deep focus on the music industry (album artwork, campaigns, brand identity for artists and labels). Directly comparable in client base, sector focus, and boutique production model.
• Bureau Borsche: Munich-based independent creative studio producing visual identities, exhibitions, and editorial work for cultural and commercial clients. Comparable in offering (concept through execution) and boutique positioning.
• Locomotive: Independent creative studio delivering brand, campaign and content production across music, fashion and lifestyle sectors. Similar boutique scale and event/brand-activation orientation.
• Actual Objects: Independent creative studio working across music, fashion and culture brands on brand identity, campaigns and content. Comparable boutique scale and cross-sector client mix.
• Studio Moross: London design and creative studio known for music industry clients (Stormzy, Charli XCX, Little Simz) and integrated identity, campaign and content production — closely aligned in sector, scale and craft-led approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sugar-for-my-soul-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SUGAR FOR MY SOUL LIMITED