The Human Experience
At Aces of Space, they strongly believe in the power of mingling and collective intelligence, which is clearly reflected in their motto: ‘None of us is as smart as all of us.’ Unleashing brand potential and offering next-level brand experiences is what they do, following their unique design thinking methodology: The Human Experience. Aces of Space, as masters of space, create holistically at the intersection of creation and strategy. ‘Everything begins with an in-depth analysis, an intuitive deep dive to uncover the essence of the client,’ says Babs. ‘The world has changed. Whereas in the past you could generalise, that's no longer relevant. Focusing on target groups, looking at age, demographics, gender, and spending power is outdated. Now it's about engaging personas, defining lifestyle, interests, preferences, norms, and values. How do people move, what do they want to encounter, and how do we make them experience that? The art lies in embracing diversity and being culturally transcendent.’ Trends are researched down to the smallest detail, and sustainability is integrated into every aspect of their work. Babs explains: ‘To make this measurable, we’ve developed the Happiness Index. It’s a tool to map both the social impact (on people) and the ecological impact (on the planet).’
Now it’s about engaging personas, defining lifestyle, interests, preferences, norms, and values.
Master vision
‘We don’t just mindlessly follow a brief and tiptoe along the surface; we delve deep into the client, their market, global trends, and the spirit of the times. We immerse ourselves in the lives of people,’ Babs explains. ‘For a project, we explore the market, the end users. Sometimes we even stay overnight, interview residents, immerse ourselves in a city, and search for the essence, the soul. This research forms our master vision, the blueprint for the final design.’ For example, at Shopperhal in Amsterdam Southeast for CBRE, and Sportiom in 's-Hertogenbosch, a 20-year-old leisure centre that was due for a renovation. Aces of Space created a new master plan including a swimming pool, bowling alley, mini-golf course, bar, restaurant, meeting facilities, grand café, and fitness club. ‘We were responsible for creating the entire new visual identity: from interior design to branding, from signage to graphic artwork.’
Boundless imagination
Aces of Space has been collaborating with Schiphol Airport and HMS Host for some time and recently designed De Salon. ‘Schiphol is essentially a city where millions of people from all walks of life and ages move from A to B,’ says Babs. ‘There’s plenty of interaction, and a vast array of nationalities come together. One person is in a hurry, another is waiting for a connecting flight, and someone else is stressed from travelling. In such projects, we act as curators. We represent both the travellers and the client, ensuring they can provide a pleasant customer journey.’ The motto: ‘Destination is the start of your journey. If we can ensure your holiday begins at Schiphol, we have happy, relaxed travellers.’
Global context
With offices in the Netherlands, Dubai, and Manila, Aces of Space is an internationally operating organisation. ‘Mingling is a challenge,’ says Babs, ‘with three completely different cultures. I find it important that everyone can develop, grow, contribute input, and feel comfortable showing creativity. If you work for us, you can be yourself. In the Netherlands, we’re more egalitarian, while other cultures have a clearer hierarchy. When I’m in Dubai or the Middle East, I adjust at first, being a bit more reserved. But read the room! Where I can, I create openness and gradually reveal more of myself. This is disarming, and through this spontaneity, others naturally become more open as well.’ This approach works not just internally, but also in their projects. When designing Kaimana Beach Resort in Dubai, for example, they combined an experience-driven design strategy with an in-depth knowledge of local culture and authentic items from Bali and Polynesia. The result is a dining destination that attracts both locals and tourists. ‘By focusing on escapism and accessibility, we’ve created a space unlike anything else in the city.’ Then there’s My Dogtel, also in Dubai - a project that proves Aces of Space isn’t afraid to tread new paths. ‘We designed the ultimate daycare for dogs, complete with an indoor park, swimming pool, grooming salon, and a cosy coffee shop.
Future-proof
Their approach is rigorous yet intuitive, scientific yet emotional. Research and strategy are combined with a deep understanding of what drives people, moves them, and makes them happy. Babs explains: ‘In ongoing projects, we often span many years. Designing for the future is about creating something that doesn’t exist yet, moulding all the input and research results into a concept that not only stands the test of time but continues to resonate with people’s changing needs. At Aces of Space, we guide people through this process step by step, ensuring that the essence of a concept remains intact, even after ten years.’ How do they do that? ‘A combination of in-depth research, intuition, instinct, and fingerspitzengefühl,’ laughs Babs. ‘We’ve been working with AI and AR for a while now, as well as sustainability. We’re quick to pick up on something new, good, or special, but that doesn’t mean it’s immediately applicable everywhere. It’s about finding that touch of magic, the X-factor that makes a concept unique and sustainable.’
Let's mingle
'By truly listening to each other and immersing ourselves in other cultures, we can mingle effectively and achieve exceptional results together. It would be great if we didn’t rush to form opinions or judgments but instead explore how we can come closer together. By focusing on similarities and acknowledging differences. I remain eager to learn and curious, constantly stretching my comfort zone. That’s how both I and the world become more beautiful. Let’s mingle.’
