FC STUDIO
Creating Spaces That Work for People, Brands, and Business Goals

Rachel Crowl, Owner & Principal Architect and Julie Fisher, Co-Founder and Principal Architect

The most memorable spaces are rarely defined by what people see. They are shaped by what people experience and by the operational decisions that make those experiences possible.

That connection between operations and experience has guided FC Studio since its founding. Drawing on decades of hospitality expertise, co-founders Julie Fisher and Rachel Crowl built the firm around a belief that successful environments emerge when the realities of how a business functions are considered alongside how people move through, interact with, and remember a space.

Rather than treating architecture, interiors, branding, and customer experience as separate disciplines, FC Studio approaches them as parts of the same conversation. The result is a body of work that goes beyond aesthetics, creating environments that support business goals, strengthen human connection, and leave a lasting impression long after a guest, employee, or visitor walks away.

“Our wraparound approach has evolved as more industries recognize the value of hospitality in their operations. That perspective has enabled us to bring hospitality-driven design principles into workplace environments, creating experiences that support both people and business objectives,” says Crowl.

The Limits of Designing in Separate Lanes

Traditional project delivery tends to happen in silos, with architecture, interiors, branding, and experiential design unfolding as separate conversations. The challenge for clients is turning those disconnected pieces into a cohesive experience.

FC Studio was built to solve that problem. Fisher and Crowl bring together operational strategy, customer experience, architecture, interiors, branding, and placemaking from the outset, creating a more holistic process and environments that perform as successfully as they look.
This philosophy also explains why FC Studio does not pursue a signature aesthetic. Many firms become known for a recognizable visual style. FC Studio prioritizes a different outcome. Projects look different because each client faces different challenges, serves different audiences, and operates within a unique business model. Deep listening guides the process, which allows each environment to become an authentic expression of the organization it serves.

Hospitality Thinking Changes the Design Conversation

The firm views hospitality as a way of thinking about people and experiences rather than a category of buildings. That mindset has become increasingly relevant as organizations seek stronger connections with employees, customers, and communities. Workplaces now compete for talent, commercial environments compete for attention and organizations seek ways to create experiences that feel memorable and meaningful.

FC Studio applies hospitality principles to those challenges through careful consideration of how people move through spaces, interact with environments, and connect with brands. The philosophy also extends into Field & Fold, the founders’ product venture inspired by wellness, simplicity, and nature connection. The concept explores how thoughtful design can create restorative experiences through minimal, carefully considered environments, reflecting many of the same principles that guide FC Studio’s client work.

The firm’s integrated approach has helped it build long-term relationships across hospitality, workplace, commercial, and entertainment sectors. Industry accolades including its designation as Hospitality Architecture and Design Firm of the Year reflect the impact of that work, while sustained growth has been fueled by repeat clients who continue to broaden their engagements over time.

A Service Model Built Around the Entire Lifecycle

FC Studio’s service model reflects its belief that successful outcomes require involvement across the entire project lifecycle.

The process often begins before a property has been purchased or leased. Clients seek guidance on feasibility, zoning requirements, code restrictions, development opportunities, and long-term potential. The team works alongside municipalities, agencies, consultants, and legal partners to identify challenges early and establish realistic paths forward.

From Community Destinations to Corporate Campuses

The firm’s work for the Chicago Blackhawks illustrates a similar philosophy on a different scale. FC Studio designed the interior architecture for the team’s expanded practice facility, a project that doubled the size of the complex and transformed it into a destination for athletes, families, community members, and event guests. The challenge involved creating an environment that could support professional sports, public programming, food and beverage experiences, and private events while reinforcing the team’s identity and strengthening its connection to the surrounding community.

While the Blackhawks project highlights FC Studio’s ability to create community-centered destinations, its work with Walmart demonstrates how the same design principles can be adapted to support the needs of one of the world’s largest organizations.

The retailer developed a new headquarters campus in Bentonville, Arkansas, spanning approximately 350 acres and serving more than 15,000 employees. The challenge extended far beyond architecture. Leadership wanted a cohesive environment that reflected company values, strengthened employee experience, and created meaningful connections between the organization and the surrounding community.

FC Studio contributed placemaking, environmental graphics, interior concepts, art integration, and branded experiences across the campus. The team collaborated with multiple stakeholders to create a unified experience across office buildings and amenity spaces while reinforcing Walmart’s culture and mission.

Several café environments became particularly important components of that effort. Local coffee brands helped create connections between the campus and the broader community. Distinct experiences gave employees reasons to explore different parts of the campus while maintaining a consistent sense of identity throughout the development.

The project illustrated a challenge that many organizations face today. Companies must honor their history while adapting to changing expectations. Design can support that balance when it communicates purpose, strengthens culture, and creates environments that people genuinely enjoy using.

“The challenge is creating consistency without sacrificing individuality. Every space should contribute to a larger story while offering people unique experiences that encourage exploration, interaction, and connection,” says Fisher.

Transparency, Creativity, and the Human Element

Transparency has become another defining part of the firm’s culture. Clear communication, open discussions about scope and cost, and straightforward collaboration help clients understand exactly what they are receiving and why specific decisions are being made throughout a project.

Advanced visualization tools, in-house renderings, and emerging artificial intelligence capabilities help teams move faster and communicate ideas more effectively. Those tools support the process, though creativity, empathy, and critical thinking still determine the quality of the outcome.

Future plans reflect the same people-centered mindset that has guided the firm for years. Leadership continues to invest heavily in staff development, creating opportunities for team members to grow as designers, project leaders, and client advisors.

As organizations rethink how their physical environments support culture, performance, and connection, FC Studio continues to advocate for a broader view of design. Whether designing a workplace, hospitality destination, entertainment venue, or community-focused environment, FC Studio approaches each project as an opportunity to create experiences that help organizations strengthen their identity, support their people, and adapt to an evolving future.