ASOFIA, Case Study

Future-Proofing the Fitout Industry

ASOFIA, the national association for shopfitters and interior fitout professionals, commissioned Morris to lead a five-city national tour during a period of rapid change in retail, design, and commercial construction. Backed by Westfield, the tour brought together ASOFIA members across Australia to engage with foresight-led provocations about the future of retail spaces and the shifting expectations of both clients and end users.

Each event was built not as a lecture, but as a strategy catalyst. Morris challenged members to think beyond build cycles and price points and toward experience design, sustainability, and adaptive space planning. The sessions drew on live retail examples, emerging technology signals, and demographic shifts to position ASOFIA’s members as not just trade experts, but as contributors to the future of how Australians shop, gather, and interact with space.

Shift: From shopfitters executing instructions to industry leaders shaping spatial experience and retail relevance.

The result? A reframing of member value, stronger alignment between craft and strategy, and a national conversation that positioned ASOFIA as a thought-leading force within the broader built environment.