Design studio WATG and Wimberly Interiors has formally established an internal research team. Directed by Sam Coats, who assumes the role of global lead of research and development, the team aims to provide original research and trend analysis to an international staff, informing projects with culturally attuned design strategies.
The launch of WATG and Wimberly Interiors’ internal research team coincides with the release of its inaugural Travel Trends Report. Drawing on proprietary consumer research and global data, the insights publication explores the values, behaviors and aspirations shaping the next generation of travel experiences. The first report examines how affluent travelers are redefining luxury, wellness and purpose in hospitality.
“We are investing in the future of design by deepening our ability to understand people, place, and purpose,” said David Moore, chief executive officer of WATG and Wimberly Interiors. “This new, global Internal Research Team strengthens our creative process by providing staff with key insights that empower them to shape the visionary destinations they design.”
“Our goal is to turn complexity into clarity,” said Coats, global lead of research and development, WATG and Wimberly Interiors. “By bringing together rigorous research, cultural insight, and behavior analysis, we can help our teams make decisions that are informed, resilient, and forward-looking.”
The new internal team will operate in parallel with the firm’s established Global Advisory, which continues to provide external-facing consultancy services, including development strategy, market segmentation, feasibility analysis and economic planning. Together, the two teams look to connect research, design and business intelligence.
The firm also recently added Zoe Edmonds to its Global Advisory team.