Strategic consultancy

BETTERNESS supported the global retail design team of Adidas in preparing the creative brief for its next generation of core stores and outlets.

Translated strategic priorities—sustainability, digital integration and Gen Z engagement—into a clear design challenge.

• Defined strategic direction, scope, and deliverables.
• Developed evaluation criteria for the international pitch.
• Supported agency selection and internal alignment.

The process empowered five invited agencies to propose bold, scalable concepts that merge sport, culture and innovation—balancing global identity with local adaptability.

To revitalise Orgatec, the world’s leading workplace design fair, Germany’s interior business association IBA commissioned BETTERNESS to develop a new festival format.

• Conceived the overall concept, brand name, and identity (2D, 3D, and auditory).
• Curated the programme and secured international speakers.
• Sourced and briefed designers and exhibition partners.
• Moderated talks and panel discussions.

The Wherever Whenever Work Culture Festival offered an innovative, cultural take on the future of work environments, strengthening Orgatec’s global relevance.

Berlin-based Paper & Tea invited BETTERNESS to refine its brand identity and elevate consumer touchpoints. We delivered:

• Strategic recommendations on positioning, tone of voice, colour schemes, packaging and store design.
• A creative briefing for the development of an auditory identity across 30+ stores.

The work provided a framework for a stronger, more coherent brand experience across all physical and digital touchpoints.

While at Frame magazine, Robert Thiemann transformed the editorial ethos into two celebrated pop-up stores in Amsterdam, designed by Dutch studio i29. By blending lifestyle products, homeware, art and books with experiential retail, the stores became internationally recognised as dynamic, physical extensions of the magazine’s innovative vision.

Hermès invited Robert Thiemann, while still at Frame, to share his vision on the future of retail with its global window design teams. In Lisbon and Mumbai, he explored how shifting consumer values, digital influence and sustainability are redefining the meaning of luxury and physical presence. The accompanying workshops invited creative teams to translate these insights into new forms of storytelling — keeping Hermès’ poetic, handcrafted spirit alive in an evolving retail landscape.