We design what people remember
Creative strategy and experience design for lifestyle and hospitality brands - shaping stories, spaces, and experiences that move people
Welcome to Lutz & Co
At Lutz & Co, we shape how brands feel - through story, space, and sensory moments.
We work with visionary lifestyle and hospitality brands to create identities that live beyond visuals.
By blending insight, imagination, and emotional intelligence, we craft experiences that linger - turning strategy into meaning.
Studio Philosophy
Great brands aren’t built on formulas — they’re built with intention.
Our work explores how psychology, design, and narrative shape human connection.
We think deeply, create deliberately, and design what people remember.
What we create
What we create
Brand Worlds
Strategic and creative direction for brands that want to feel alive.
We define your story, aesthetic, and experience across every touchpoint.
Spatial Storytelling
Concept and styling direction that translate emotion into space - from boutique hotels to pop-ups and residencies.
Creative Advisory
Tailored guidance for founders and leaders seeking creative coherence, clarity, and depth in their brand worlds.
Our process combines strategy, psychology, and creative direction - designed to connect people with meaning, not marketing.
We are a dynamic team of outstanding creatives coming together from London and beyond.
We primarily operate remotely, but we're flexible and willing to travel for larger projects.
About
Founded by creative director and strategist Laura Lutz,
Lutz & Co is a studio dedicated to crafting emotionally intelligent brands and spaces.
With over 14 years of experience — from global icons like LEGO, Lululemon, and Marriott Hotels to boutique hospitality and cultural projects — Laura’s work bridges strategy, design, and storytelling with a singular focus: Creating brands people feel.
ONE'S DESTINATION IS NEVER A PLACE, BUT A NEW WAY OF SEEING THINGS.
Henry Miller
Working with some of the worlds’ leading travel & lifestyle brands has cemented Laura’s true passion for this sector. She recently started a newsletter featuring her favourite brand experiences and boutique stays as well as the latest trends and insights from the wider industry.
She regularly sends out an email with a roundup of her favourite places and insights from around the globe.
If you like to get on the mailing list, sign up to her newsletter here.
She also writes insider travel guides about her favourite places around the globe. You can find them here.