Pete Champion
Group Partner,
Director of 3D Design

One of the original founders of I-AM, Pete has over 20 year’s experience in pioneering innovations in brand environments.

Pete is passionate to a point of obsession about the intelligence and thinking behind great design – what it does and why it does it – as well as how it looks and feels. The connection between human nature, and creative ways to engage with it to provide rewarding and memorable encounters, is at the heart of Pete’s work.

Pete graduated in 1992 from Ravensbourne College of Design & Communication with a degree in 3D Design.  Meeting Jon Blakeney almost immediately after this, Pete and Jon immersed themselves in all things retail, and worked to bring the concept of branding through the deliberate design of experiences to a range of diverse commercial sectors, from fashion to cosmetics, travel, technology and leisure.

In 2001 Pete pioneered the first genuinely customer-focused bank branches with Abbey National. Famous for incorporating Costa Coffee into a banking space, many of the trail-blazing bank design principles from this visionary work remain at the cutting edge today of on-going development banking retail spaces. Since then Pete has become an established yet challenging creative leader in retail banking, with his global track record taking in work for Barclays, Finansbank, Co-operative Bank, Bank of Ireland, IsBank, NBG, RBS/NatWest, N&P and Nationwide Building Society.

Pete’s worked on retail strategy and sector-leading concepts for C.P Hart, Armani, Diesel, Adidas, The Carphone Warehouse, The UK Post Office, An Post, Avea, Vestel, Material Lab, Miller, Beck’s and Costa Coffee.

Thanks to visionary clients Pete has even managed to make a trip to an estate agent a true pleasure, leading work for Douglas & Gordon, Strutt & Parker and Keatons.

Pete is an active thought-leader in retail trends and leads many of our store tours, workshops and seminars for the likes of Intel, Mediacat, EFMA, Euromoney and SMi.