Wolff Olins has named Jaguar Land Rover retail experience specialist Martin Hargreaves as creative director for environmental design and strategy.

The new strategic role enhances the consultancy’s global focus on environmental and experience design.

Hargreaves is a Wolff Olins veteran. He spent 15 years there as a 3D designer in London until 2010, thens a design director in the New York studio in 2013.

He is charged with extending physical products, such as furniture and installations, through to larger environments, such as retail spaces, workplace solutions and events and exhibitions.

“In this industry, the environment piece is often left to other agencies to develop,” explained Hargreaves. “This means a gap in the continuity of thinking can occur and the environment doesn’t fit with the brand. It requires a specialist skill set to create, develop and deliver. We want to close this gap to create coherent brands across all touchpoints.”

Sairah Ashman, the agency's global CEO, said the appointment “is hugely important to us and our clients, marking our commitment and vision for how we see brands evolving. We need to create emotional connections between brands and their audiences — and those relationships are forged and deepened in that sweet spot where brand and experience meet.”

Until 2019, Hargreaves was the global retail experience manager at Jaguar Land Rover. He was also instrumental in developing Jaguar Land Rover’s boutique concept, as well as its global flagship in Munich and Sunbury UK. He also closely worked with Wolff Olins and key clients, including AXA, Genesis and GSK, on a freelance basis.

Wolff Olins serves a international client base from London, New York, San Francisco and Los Angeles.