Designing the Future: Pete Champion on I-AM Associates and the Evolution of Retail Spaces

With a career history that now spans decades, Champion’s journey is one that illustrates the intersection of creativity, design, and business strategy. In this interview for Retail Sector’s ‘Talking Shop’ podcast, he discusses his professional trajectory, the evolution of the industry, and how I-AM Associates has adapted to meet the needs of modern retail.

Early Career and Serendipitous Beginnings

Champion’s professional journey began shortly after graduating with a 3D design degree from Ravensbourne College of Design and Communication. Reflecting on his early career, Champion recalls his first job interview at Visual Line, a company specializing in retail design and visual merchandising. “Jon was the first person who interviewed me for a job just after I graduated from Ravensbourne,” he says, recounting the experience fondly.

Champion describes how, after struggling to get into the building due to an outdated buzzer system, he finally sat down with his future business partners, Jon and Sam. Over tea, toast, and Marmite, the conversation sparked an instant connection. “It was just one of those things that was instant work chemistry,” Champion says. “I immediately felt for some weird reason that I would just spend the entire career that lay ahead of me working with Jon.”

“Unfortunately, the client didn’t appreciate the effort, and the meeting didn’t go as planned.”

Pete Champion, Director

This intuitive feeling would prove prophetic, as the three would go on to work together for many years. Champion explains, “I was sort of at that time very much the Robin to Jon’s Batman really.” This early partnership laid the foundation for what would later become I-AM Associates.

Founding I-AM Associates

After spending several years at Visual Line, Champion was eventually drawn into Jon and Sam’s plan to start their own business. Champion recounts how, during this time, he briefly left Visual Line to work for a competitor before returning to Visual Line with a new and more senior role. However, the pull of collaboration with Jon and Sam remained strong.

“They were setting up their own consultancy,” Champion recalls. “I was freelancing for them in the evenings while at the same time running the design division of Visual Line and using Jon and Sam as consultants. So I was kind of their supplier and their client at the same time. It sounds really weird, but it worked really brilliantly as a setup.”

In 1997, Champion, Jon, Sam, and another partner, Tim Jeffrey, officially formed First Partnership, which would eventually be rebranded as I-AM Associates. The company’s formation was driven by a shared desire to continue working together while pushing the boundaries of retail design. “The whole thing really was sort of a friendship project as much as a business venture really,” Champion explains.

Retail Design in the Early 90s: A Golden Era

Looking back at the early 1990s, Champion describes this period as a “golden era” for retail design. The economic context of the time meant that retailers were highly focused on creating compelling physical spaces to draw customers in, as online shopping was not yet a widespread option. “Back then at that time, believe it or not, that was pretty much the only channel to market for a lot of retailers,” Champion explains. “The competition for a share of wallet back then was really huge in terms of the shopping experience.”

You use each channel for what the channel is best at.

Champion points out that the emphasis on user-centric design and creating an enjoyable, stress-free shopping experience was essential to making retail spaces successful. “What we learned to do at the time was the combination of how do you create a really lovely human experience in a physical shopping environment that is stress-free, easy to use, but also inspiring—makes you want to spend your money,” he says.

This focus on the physical retail experience was underpinned by the influence of design visionaries like Terence Conran and Rodney Fitch, who Champion cites as major inspirations. Champion describes this period as one where design principles started to merge with practical retail spaces, resulting in stores that not only served their function but also delighted and inspired customers.

Navigating the Challenges of Digital Retail

As the retail industry evolved with the rise of e-commerce, I-AM Associates had to adapt. Champion reflects on the shift toward digital and the challenges it posed for physical retail spaces. However, rather than seeing digital retail as a threat, Champion views it as an opportunity to redefine the role of physical stores. “These days we’re spending a lot of time talking to our clients about not just putting the products in the right way in the spaces…but how do you activate the space as a venue?” he says.

Champion explains that for brands like Nike and Apple, their physical stores function more like “brand cathedrals,” where the primary goal is to create an experience rather than simply facilitate transactions. While some may worry that this showrooming effect leads customers to make their purchases online rather than in-store, Champion is more optimistic. He believes that physical stores, when designed correctly, play an essential role in reinforcing brand identity and customer loyalty. “You use each channel for what the channel is best at,” he says, emphasizing the importance of integrating digital and physical strategies.

However, Champion’s optimistic view of the role of physical retail may raise questions for those concerned about the future of high street retail. In an era of rapid online expansion, a reasonable reader might wonder if smaller retailers can realistically compete in a landscape where consumers are increasingly driven by convenience and price competition.

Creativity at the Core

Creativity has always been at the heart of I-AM Associates’ work, and Champion’s passion for innovation has driven the company’s success. He shares one of the more lighthearted but memorable lessons he’s learned in his career, recalling a pitch meeting with the British Film Institute (BFI) where his team’s creativity may have gone too far.

“One of the partners at the time…let’s call him Bob, because that’s his name…felt it was absolutely essential that we find a creative way to make a memorable impact,” Champion says with a grin. The result? The team dressed up as iconic film characters—Batman, Zorro, and Darth Vader—to meet the client. Unfortunately, the client didn’t appreciate the effort, and the meeting didn’t go as planned. “We literally never heard from the guy again, as you can probably imagine,” Champion says, laughing at the memory.

This experience highlights the delicate balance between creativity and professionalism that I-AM Associates has had to navigate throughout its history. While the company is known for its innovative approach, Champion acknowledges that not every creative gamble pays off.

What Makes a Strong Brand?

Champion’s approach to branding is influenced by Greg Creed’s mantra of RED—Relevant, Easy, and Distinctive—a concept he has embraced over the years. “First thing you have to think about is it’s got to be relevant,” he explains. “Then the easy part is about usability…and the D is distinctive…how do you own it?” For Champion, it’s this combination of elements that makes a brand truly memorable and successful.

As he elaborates, creating a distinctive brand experience is not just about aesthetics but about how a customer feels when they interact with the brand. “The inputs to it we often break down to a few different facets really,” he says, referencing the physical layout of the store, communication within the space, and the role of technology and service. All of these elements come together to create a cohesive brand experience.

The Future of I-AM Associates

Looking ahead, I-AM Associates continues to explore new frontiers, from working with fast food chains like KFC and Pizza Hut to innovating within the banking and hospitality sectors. “We’ve always done really nice, slightly more expensive food experience design…but what excites me more is taking something like a fast-food brand and turning that into a place that’s actually really nice to be,” Champion says, underscoring his desire to elevate even the most accessible spaces.

Champion is also proud of I-AM Associates’ work in banking, where they have helped transform bank branches into modern, functional, and engaging spaces. “Branch banking alive and relevant” is how Champion describes the challenge, emphasizing the importance of continuing to reinvent spaces that might otherwise fade away. ▉