Space by Stansons

This week on Space by Stansons, host Guy Stanley sits down with Dicky Lewis, co-founder of White Red Architects, for a wide-ranging conversation on neurodiversity, pitching, and what it really takes to deliver a major HQ project at the highest level.

From being diagnosed with dyslexia at 12 (and finding early inspiration in Richard Branson’s story) to winning and delivering Virgin’s headquarters in Fitzrovia, Dicky breaks down how his brain works, how White Red balances “instigator vs implementer” energy, and why the unglamorous stuff—process, people, honest post-project analysis—matters just as much as the design.

They also dig into sustainability in practice (not just slogans): reducing Cat A waste, making small spec decisions that add up, and experimenting with alternative building systems like fabric ducting adapted from swimming pools to cut waste and improve performance.

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What You’ll Learn

  1. How dyslexia can shape leadership style, creativity, and risk tolerance — and why it’s increasingly common in architecture
  2. The “instigator vs implementer” dynamic inside White Red (and why you need both)
  3. What it takes to win a major pitch: rehearsal, storytelling, detail obsession, and team chemistry
  4. How the Virgin HQ opportunity evolved from a small refurb into a full HQ procurement — and what changed in the second pitch
  5. The realities of delivering for a multi-stakeholder brand: sustainability, DEI, operations, and governance all feeding into the brief
  6. Why reputation is everything for a growing practice — and how honest post-project review builds stronger delivery
  7. The awkward-but-real moments that force you to “step up” (like clients waiting outside a locked studio…)
  8. What Dicky learned from meeting Branson — and the handwritten note that became a full-circle career moment
  9. Practical sustainability: incremental wins in finishes, furniture circularity, and designing out waste over time
  10. A smart MEP example: why White Red trialled fabric ductwork, how it performs, and what they learned
  11. Dicky’s concentration soundtrack: binaural beats, instrumental film music, and the “don’t let me DJ the office Sonos” rule

Episode Highlights

This episode is a must-listen for designers, founders, and project teams who want the honest version of practice-building: big wins, messy realities, and the systems that help you grow.

If you enjoyed this episode, make sure to subscribe, rate, and review on Apple Podcasts and Spotify.

00:00 Cold open: the origin story behind “White Red” (and the White Stripes influence)

07:00 Dyslexia: early diagnosis, stigma, and the Richard Branson inspiration

09:25 “Instigator vs implementer”: how the founders balance ideas, delivery, and focus

14:19 Virgin HQ begins: how a small refurb turned into a full HQ opportunity (and a re-pitch)

16:00 Winning the pitch: what they did differently—storytelling, detail, rehearsal, commitment

19:45 Delivery reality check: discoverables, structural issues, and complex stakeholders

22:00 Post-project honesty: learning without blame to improve the practice

29:37 Meeting Branson: the walkthrough, the “it’s really bright” moment, and the surrealness of it

31:21 The handwritten note from Necker Island: full-circle recognition and imposter syndrome

35:46 Sustainability in practice: Cat A waste, incremental wins, and the fabric ducting experiment

Episode Resources

Dicky Lewis on LinkedIn: https://www.linkedin.com/in/dicky-lewis/

Guy Stanley on LinkedIn: https://www.linkedin.com/in/guystanley

Learn more about Stansons Group Ltd. here: https://stansons.co.uk

🔗 Useful Links:

🎧 Apple Podcast: https://apple.co/3JuplSC

🎧 Spotify: https://bit.ly/4924osv

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What is Space by Stansons?

Welcome to Space by Stansons. Listen to raw, thought-provoking conversations with key players in the interiors industry, as we challenge conventional thinking towards aesthetics and sustainability. Most importantly our objective is to inspire designers to think holistically, creating spaces where people of today and the future, truly flourish.