In this clip of episode 4 of 'What's in the Box', host Andrew Busby speaks with Andy Gomarsall, a former England Rugby World Cup winner and current executive director at N2S Limited, about the lessons learned from professional sports and how they translate into business practices. In this clip, Andy describes the amazing attention to detail that went into England's preparation for the 2003 rugby World Cup, which they subsequently went on to win. The full episode drops next Tuesday 21st in which Gomarsall goes into what business can learn from elite sport.

What does it take to design retail spaces that captivate customers, build brand loyalty, and withstand the test of time? David Dalziel, the visionary behind some of the most recognizable store designs on the high street, reveals the fascinating journey behind four decades of retail innovation.

From humble beginnings designing pubs in 1983 (while being paid in cash that he kept on his mantelpiece), David and his partner John Pow built a design powerhouse that would transform retail environments worldwide. Their big break came with River Island (then Chelsea Girl), leading to a remarkable 25-year partnership. "We spent five hours together every Wednesday for 25 years," David recalls, highlighting how these deep client relationships—not just individual projects—defined his career success.

The conversation takes us through David's extensive work with Primark, following their expansion from a single UK store to international locations like Madrid's stunning Gran Via flagship. He offers candid insights about the current retail landscape, arguing that physical stores remain crucial for building customer loyalty: "The web is a fulfillment tool, but I don't think it recruits fans as much as the space can." This philosophy underpinned the award-winning EE Studio at Westfield White City, which reimagined telecommunications retail by creating an open, welcoming environment where customers could simply wander in, enjoy free coffee, and engage with the brand without pressure—boosting footfall by 400%.

Now pursuing his artistic "Life After Work" venture in Primrose Hill, David has returned to his roots in furniture design while creating artwork free from client constraints. His custom pieces, made in collaboration with a Welsh craftsman, allow him to express his creativity while maintaining connections to his extensive network in the retail world.

Whether you're a retail professional, design enthusiast, or simply curious about how our shopping environments are created, this episode offers rare insights from a master who has shaped how we experience brands in the physical world. Follow David's current work at portfolio-n8.com or on Instagram.