Creativity is a multifaceted process, intertwining cognition, intuition, context, and execution. While some argue that creativity is elusive – neither fully measurable nor easily defined – the impact it has on the spaces we create is undeniable. Designers have the unique ability to shape environments that influence how people think, feel, and behave. By leveraging design elements such as colour, form, texture, sound, and light, we can positively impact the brain’s response and, in turn, enhance the daily experiences of those who interact with these spaces. This gives designers a position of great power and responsibility.

Today, we find ourselves at a transformative moment in design, where technological advancements are allowing science to demystify creativity, offering data-driven insights into its true value. Neuroaesthetics is one such approach, providing measurable criteria that can help design professionals better understand the psychological and emotional impact of the environments we create.

For me, the connection between people and their surroundings has always been a source of fascination. We spend around 90% of our lives indoors, so it follows that the spaces we inhabit significantly influence our behaviour – shaping how we feel, think, and act. The work of Basha-Franklin embodies this concept, effortlessly bridging the gap between people and place to foster a sense of comfort and belonging.

At the core of our design philosophy is the belief that people should fall in love with the spaces we create. If they don’t, we’re missing the mark. After all, well-loved spaces are not only the most sustainable but also the ones that stand the test of time. The longevity of design lies in how it resonates emotionally with the people who inhabit it, ensuring that it remains relevant, impactful, and meaningful for years to come. At Basha-Franklin, I have been proud to lead the integration of neuroaesthetics into our practice, evolving our creative foundations to refine how we measure and enhance the lasting value of design for our clients

Incorporating neuroaesthetic principles into workplace design demonstrates a clear commitment to creating environments that support both the mind and body, while nurturing creativity and cultivating a thriving organisational culture. For forward-thinking clients who are dedicated to designing with the future in mind, embracing these principles can deliver a transformative impact on employee engagement and wellbeing.

By prioritising emotional and psychological health – through thoughtful consideration of comfort, mood, focus, and stress management – organisations can reduce absenteeism and enhance productivity. A well-designed space that fosters positive emotions and promotes cognitive performance offers a measurable emotional return on investment (EROI), driving not only improved employee satisfaction but also contributing to the long-term financial success of the business.

Neuroaesthetic principles are embedded in nearly all our projects, with notable examples including Myo St Paul’s, our WELL Platinum workspace designed for Landsec’s flexible office brand, and Velonetic, an innovative work and exhibition space at The Lloyd’s Building. Both spaces reflect our commitment to applying neuroaesthetic principles, creating environments that elevate the user experience.

A recent NPS* study at Myo St Paul’s revealed that 92% of employees agree or strongly agree that they’re proud to bring clients or visitors to the space. This statistic highlights how the thoughtful integration of neuroaesthetic principles can elevate a workspace to a level that employees and clients alike are eager to showcase. The design’s ability to foster a sense of pride and connection within the environment speaks to the success of the space in supporting wellbeing and productivity.

At Related Argent’s HQ, designed in 2020/21, the focus was on creating a flexible, dynamic environment that fosters collaboration, knowledge sharing, and team connection. The design includes open adaptable spaces that can be reconfigured to suit different team sizes and activities, encouraging fluid interaction. These are balanced by quiet retreat spaces where individuals can focus and work without interruption, and concentration zones that promote deep work with acoustics and privacy in mind.

Colour psychology also played a significant role in the design, with energising tones in collaborative areas and calming hues in focused zones. Clear sightlines, abundant greenery, and flowing lines enhance the sense of openness, while communal hubs strategically placed throughout the space encourage spontaneous interaction. These elements are all designed to support the primary brief – to connect teams, encourage knowledge sharing, and drive collaboration across departments. The result is a space that not only enhances employee wellbeing but also nurtures productivity and creative exchange.

A post-occupancy study revealed that 99% of employees expressed pride in their workplace, with 91% stating that the office encourages collaboration and co-creation. One employee noted, “It’s a space that enables focus and concentration, connectivity, and positive wellbeing.” Additionally, 83% of employees agreed that the design energises and reflects Related Argent’s culture.

The positive feedback from these projects demonstrates how neuroaesthetic design not only improves the work experience but also strengthens the client’s brand and culture. By weaving neuroaesthetic principles into the fabric of workplace design, we ensure that the spaces we create are not only beautiful but functional, delivering both immediate and long-term benefits for our clients.