Callum Lumsden is recognised as a leading retail design expert for cultural and visitor destinations. His design agency specialises in creating memorable and profitable stores that create evenue and reputation for major destinations around the world. They are proven experts in retail strategy and design, branding, merchandise system design and visual merchandising. Callum’s design work in the sector has given him a unique and authoritative knowledge of the commercial opportunities and challenges open to cultural and visitor destinations globally. His expertiseand ongoing passion for the cultural sector is driven by his personal challenge to make each project a success both experientially as well as commercially. He is best known for the award winning Tate Modern bookshop, the magical (and hugely successful) Harry Potter store at the Warner Bros. Studio Tour in Leavesden and his UK TV appearances with broadcaster and retail guru Mary Portas. Callum is currently working for a wide range of retail design projects including MoMA (NYC), National Gallery of Canada (Ottawa), British Museum and Universal Studios in Hollywood.