NewTerritory

NewTerritory is a global group of design and brand experience studios that creates brand and customer experiences for large consumer-facing organisations. Its practice is organised into four areas: vision (brand strategy, research and insights, experience strategy and customer journey definition); experience (design semiotics and DNA, industrial design, spatial design, service design, digital design and employee experience); communication (visual and verbal identity, naming, product marketing, toolkits and guidelines); and measurement (brand measurement, brand experience market modelling and concept testing) delivered through a proprietary framework called Aura.

The studio is best known for transport interiors and passenger experience work, including projects for Delta Air Lines, Aeromexico, Airbus and the HS2 rail programme, as well as work for Celestyal Cruises. In March 2025 it launched a division dedicated to automotive and e-mobility design. NewTerritory also publishes an editorial and conversation series, "NewThinking", covering topics such as brand experience frameworks, hospitality design, automotive design in the EV era and differentiation of AI agents.

NewTerritory operates as part of geniant, described on its site as its parent company and an AI consulting and engineering partner serving regulated enterprises in financial services, aerospace, healthcare and consumer markets. geniant's offering spans AI strategy, agentic solutions, AI-accelerated engineering and enterprise AI readiness, and is positioned as building the technology and AI infrastructure behind the brand, product and physical experiences NewTerritory designs, under an approach called Integrated Experience Architecture (IXA).

Founding story

NewTerritory was founded by Luke Miles, who was previously head of design at Virgin Atlantic and serves as the studio's founder and director.

Business model

NewTerritory provides project-based design and brand consulting services to client organisations, spanning strategy, industrial and spatial design, communication and brand measurement, complemented by AI consulting and engineering delivered with its parent company geniant.

Traction

Client and project work cited includes Delta Air Lines (the Delta One business suite), Aeromexico, Airbus, HS2 trains and Celestyal Cruises. Its automotive division reported an 18-strong team with several high-profile projects underway at launch.

Latest developments

In March 2025 NewTerritory announced an automotive and e-mobility design division, led by founder Luke Miles with associate creative director Simon Chuck, operating from a multi-million-pound studio in Clerkenwell, London with an 18-person team and projects with manufacturers in the UK, USA and Germany, including Ford, Mercedes-Benz AG, EAV and Terraline. Published project work includes Aeromexico, HS2 and Celestyal Cruises.