| At Redesign, we are a collection of strategic design thinkers and creatives.
| Our story began in New Zealand, now in London and still defining how strategic thinking and functional design can be delivered
With over 28 years of experience in Commercial Interior Design, Food & Beverage and Retail Design, Jo Pennycuick is a seasoned design leader whose career spans both design consultancy, strategic thinking and operational excellence
Jo founded and led Redesign Group for 25 years, growing the business into a successful international design agency with operations across New Zealand, India, Bahrain, and Vietnam.
A brave move took Jo to London in 2023 where she steered in a more corporate direction working with colleagues in operational excellence, value creation and commercial design thinking.
Now back in consultancy with Redesign in London Jo is able to apply both sides of design and strategy to her clients businesses.
Jo demonstrates a consistent ability to build and lead high-performing global teams, implement scalable operational systems and drive innovative design strategies aligned with business goals.
Redesign Groups’ portfolio reflects collaboration with major international clients and projects across diverse markets. The core expertise and speciality is in the Airport and High Street sector with extensive experience in liaison with landlords, stakeholders, consultants, engineers and industry colleagues.
| Repositioned through Efficient and Functional Design and Planning
This means designing from the perspective of the customer and team functions, placing experience, operational efficiencies and speed of service at the centre of every design decision.
This human-centric approach is fundamental to how we work
A key strength of Redesign Group lies in connecting disciplines and stakeholders- our clients. We bridge the gap between landlords, operators, brands and designers—aligning commercial objectives with creative vision.
Our strategies can be further enhanced through specialised layers, including embedding sustainability into F&B and commercial concepts, developing bespoke concepts tailored to specific locations and customer profiles and supporting tender processes across multiple assets.
With a multidisciplinary team and a strong foundation in design-led thinking, Redesign Group ensures that every project delivers long-term value—commercially, operationally, and experientially.
| Testimonials
“Collaborative and inclusive approach with a consultative leadership. Strong communicator, passionate about people, process and purpose-driven design”
| Former Customer