Beyond the Frame: How Calum Hall and Creative Debuts Are Redefining Art in the Built Environment
Founded in 2013 by Forbes 30 Under 30 honouree Calum Hall, Creative Debuts has emerged as a bold disruptor in the contemporary art space — a platform that champions emerging artists while reimagining how art can transform our everyday environments. From humble beginnings in the North East of England to building creative collaborations with brands like adidas, Disney, and Montagu Evans, Calum’s mission has always been clear: make art accessible, meaningful, and central to the way we live and work.
In this conversation, Calum shares how art shapes the identity of spaces when integrated early in the design process, how Creative Debuts is dismantling barriers for emerging artists, and why embedding art into workplaces and public environments is essential for wellbeing, creativity, and community connection.
Calum Hall, Founder of Creative Debuts
Calum, you’ve often said that art is much more than decoration – it’s a tool for connection. Can you share why you believe art is such an essential element in shaping the built environment, particularly in today’s increasingly digital world?
In today’s hyper-digital world, where so much of our interaction is through screens the built environment plays a crucial role in re-grounding us. I feel that we are all becoming so exhausted and saturated with the digital world and consumerism that we are craving genuine creativity and authentic artistic experiences. Art becomes an invaluable human touchpoint and a powerful reminder of creativity, culture, and community.
I truly believe that when you bring art into a space, you’re not just filling a wall, you’re creating an experience. You’re telling stories. You’re sparking conversations. You’re building an environment that feels alive and reflective of the people within it. Especially now, when disconnection is at an all-time high, art provides a sense belonging and immersion outside of the pressures of daily life.
Consciously and subconsciously we are consuming digital content all the time and I truly worry about the impact it’s having on all of us, especially the younger generation. Putting art and artists back at the centre stage has tremendously positive impacts on how we see ourselves and our surroundings, it reinforces the fact we are people first and not just consumers.
At Creative Debuts, we see firsthand how art can transform workplaces, turning sterile offices into spaces where people feel energised, inspired, and proud to be a part of. It’s not just about having something that “looks nice”, it’s about creating an atmosphere that feels right. And when art is sourced from emerging and diverse voices, it sends a powerful message about what a company or space truly values and stands for.
Ultimately, investing in art for the built environment isn’t a luxury, it’s a necessity for any organisation or community that wants to nurture creativity, wellbeing, and real human connection.
Art is the bridge between who we are and where we are going, and with everything going on in society and around the world right now, that bridge is more important than ever.
You’ve worked on projects that weave art into developments right from the start – can you talk us through the impact that early artist involvement can have on the overall identity and success of a space?
In my experience art is often treated as an afterthought in the development of a space — once the construction has finished there is the realisation that the artwork in the design CGIs doesn’t actually exist and then there is the last minute scramble and the scraping of any remaining budget to put art on walls. However, when artists are involved early, their creativity doesn’t just decorate the space, it helps define it and sets it apart from everywhere else and acts as a key driver in promoting the development itself.
Early artist involvement shapes the soul of a space, I know that sounds a bit out there but we all have felt it when a space has been designed with purpose beyond its strict functionality think of the feeling you get when you close the door back at home after a long day. Artists creates an environment where every wall, every corner, every experience feels intentional, authentic, and emotionally resonant. Artists have a unique ability to see beyond the functional and this is why we love them, they think about feeling, storytelling, and connection, all of which are critical to making a space unique, considered and engaging.
At Creative Debuts, we’ve seen firsthand how embedding artists at the start of a project leads to spaces that are more dynamic, more community-focused, and ultimately, create more value — whether that’s measured by footfall, engagement, or how the space is received within the community. Some great examples of this is our project in Brighton with Royal London Asset Management and local artist Lois O’Hara and our HPE mural project in Bristol with local street artist Andy Council.
Lois Ohara, RLAM Brighton
When you work with emerging artists, you also tap into fresh perspectives that challenge conventions and bring new energy. It’s a bold move — and people notice bold spaces. They remember them. They want to be part of them.
Involving artists early doesn’t just make a space look better — it makes it matter and makes it unique.
When art is integrated thoughtfully into an environment, it becomes a spark for wellbeing, creativity, and connection. It reminds people they are more than just their output or their daily routine. It sparks imagination, curiosity, and pride — all critical ingredients for a thriving community.
Faces of The Community Brookfield Principle Place
In the workplace, art has the power to reduce stress, boost morale, and even improve productivity and creativity. Studies have shown that exposure to creative environments can lower cortisol levels and stimulate innovative thinking. But beyond the science, it’s about creating spaces where people want to be — spaces that feel vibrant, human, and inspiring. The working from home trend has created an important dialogue with what people expect from their workspace. When the office is competing with people’s homes, where they are surrounded by their own immersive setting, the office has to evolve.
The conversation is similar to retail spaces, why would anyone want to go into a shop when convenience shows that online shopping is the solution, well, they go to shops to engage and immerse themselves in the world of the brand and to be part of something. This is what offices need to wake up to in order to attract and keep the best talent and to produce the best outcomes.
20 Old Bailey, Blackstone
In public spaces, art creates shared experiences. It invites conversation, reflection, and sometimes even a bit of disruption, all of which are essential for a healthy, engaged community and society. It democratises culture by bringing creativity directly into everyday life, outside the traditional walls of galleries and museums, think of the impact Banksy has had on society, street art is art by the people, for the people. Street art has gone from being shunned to being showcased in the worlds most established and decorated galleries and auction houses.
At Creative Debuts, we believe that art is one of the most powerful tools we have to humanise the environments we move through every day. It’s never an afterthought for us, it’s a statement and a commitment to a better way of living. A pledge to valuing creativity, to celebrating diversity, and to fostering real, meaningful connections.
When companies, brands, businesses and governments invest in art, they invest in people. And there’s nothing more powerful than that.
“Investing in emerging artists through Creative Debuts is an investment in our culture itself. This collaboration reflects our shared commitment to creating inclusive and inspiring spaces. By showcasing the work of talented artists, we celebrate diversity and spark meaningful conversations within our community, enriching our environments with the power of diverse artistic expression.” – Kellie Laing, Brand, Culture & Creative Lead Associate, Montagu Evans
In July we have the installation of an artwork collection celebrating South Asian Heritage Month, I feel it’s so important for brands and businesses to understand that what they have on their walls is a direct commitment to what they stand for as a company. Art is the first non-verbal way for companies to truly show the world where they stand on issues such as diversity, equity and inclusion and there’s no denying that a collection of artworks from talented South Asian artists evokes totally different emotions in the onlooker than say a collection of fruit bowl paintings from middle aged white men. The art and the artists themselves represent the world I hope we would all want to live in, where cultures and communities are celebrated and act as a vehicle for conversation.
Tejumola Adenuja, Birkenstock
Montagu Evans have been an incredible partner of ours over the last 5 years and together we have showcased hundreds of artworks and importantly put money in the pockets of all the artists involved. The team there understands that championing a diverse selection of artists is a lot more than just promoting beautiful art, but it’s career milestones for many of the emerging artists while providing an amazing opportunity for their colleagues and clients to discover the creative superstars of tomorrow.
Accessibility in the art world is a recurring theme in your work. What are some of the biggest challenges emerging artists face today, and how does Creative Debuts work to break down these barriers?
One of the biggest challenges emerging artists face today is visibility. It’s no secret that the traditional art world can be incredibly exclusive — often valuing who you know over what you create. Gatekeeping, sky-high costs of exhibiting, limited knowledge sharing and a lack of financial support mean that so many talented artists, especially those from underrepresented backgrounds, are locked out before they even get a chance to step in. Social media has gone a long way in providing artists their own tools to help break down this system, but it comes with its own challenges and hurdles while also distorting the value system.
On top of all the conventional systematic issues, the cost of living crisis has intensified these barriers. Many emerging artists are forced to choose between creating art and financial survival — and unfortunately, too many brilliant voices are lost because of it.
At Creative Debuts, we exist to level the playing field. We work to break down these barriers by giving emerging artists free platforms to showcase their work, whether that’s through exhibitions, collaborations with global brands, or our commercial services, which places their creations into some of the world’s most exciting workplaces and on prominent walls. Every opportunity is designed not just to celebrate their talent but to put money directly into their pockets, through fair payment, commissions, and ongoing support.
Spotify Office, Naledi Modupi
We also fiercely champion diversity, because true accessibility means more than just opening the door — it’s about changing the system altogether. That’s why we actively prioritise working with artists from marginalized communities, ensuring the future of creativity is one that actually reflects the world we live in and importantly the world we WANT to live in.
Ultimately, Creative Debuts is about proving that art should and can be for everyone — not just the privileged few. And we’re just getting started on our journey.
You’ve collaborated with brands like Adidas and eBay to bring art into unconventional spaces – from retail to call centres. What can real estate developers and business leaders learn from these kinds of collaborations?
Real estate developers and business leaders can learn something crucial from these collaborations: spaces are no longer just functional — they’re experiential. As I mentioned earlier people are seeking far more from the spaces they frequent. To convince people to leave the comfort of their homes they need feel something, to connect with your brand or your building on a deeper level, art is the bridge for this.
Adidas x CD Slogan Oxford Street
When you integrate art thoughtfully, especially by partnering with emerging artists, you show that you care about creativity, community, and importantly authenticity — values that modern audiences, tenants, and employees care deeply about and a trend that is only increasing. It’s not just good PR or pretty pictures on the walls — it’s fundamentally good business. For a really cost effective solution art ticks so many boxes. I find it interesting that buildings have fully embraced the need to include plants, and rightly so, but have yet fully grasped the power that art has in engaging and valuing the people within the space.
At Creative Debuts, our collaborations with brands have proven that when you empower artists and give them a platform, the results are powerful. Previously beige and boring offices become places of pride. Retail spaces become destinations and cultural hubs, not just shops. From employee wellbeing, to driving footfall and increasing spend per head, when art is integrated correctly, it can do everything.
eBay Captain Kris
For developers and leaders, the message is clear: if you want your space to stand out, if you want it to be remembered, you have to do more than build it — you have to breathe life into it.
I truly believe many businesses and developers want to partner with artists but they don’t know how. And don’t get me wrong sometimes working with artists is like herding cats, but that’s what Creative Debuts and other platforms / curators / consultants are there for.
With economic uncertainty continuing to affect both the real estate and arts sectors, how do you see the relationship between art and commercial spaces evolving in the next few years?
In times of economic uncertainty, the easy option is to cut back on creativity and strip back anything that appears to be a “luxury”, however what I hope to get across is that art is a necessity and should be invested in. The way tofuture-proof spaces is to double down on it. Both the real estate and arts sectors are feeling the pressure right now. But rather than seeing that as a threat, I see it as a huge opportunity as both the real estate and creative worlds are the perfect partners, and through authentic collaboration both thrive. The spaces and brands that will flourish in the coming years will be the ones that invest in experience, identity, and community , and as I have discussed, art is the perfect vehicle for all 3.
We’re already seeing a shift: commercial spaces are no longer judged purely on location or amenities — people are looking for places that inspire them, that reflect their values, that feel human. My LinkedIn feed is always filled with brand collaborations and how the spaces that integrate immersive and engaging elements stand out from the crowd Art transforms blank spaces into destinations. It builds emotional engagement and creates loyal and passionate fans that appreciate that more than just functionality is considered.
Dojo, Bristol
At Creative Debuts, we believe the future of commercial spaces lies in authentic, ongoing collaborations with artists and not just a one-off mural or installation, but dynamic, evolving partnerships that keep spaces fresh, relevant, and connected to their communities. I am actively working on ongoing partnerships that are focussed on this as the springboard that is created by consistent activations as in volatile and uncertain times, what holds value is meaning. And art delivers meaning in a way nothing else can.
To businesses, designers, and developers: embedding art into everyday environments isn’t just about making spaces look good — it’s about making them mean and stand for something. It’s about creating places where people feel seen, energised, and proud to be a part of. It’s about connecting people with others around them, sparking conversations and championing culture and community.
When you invest in art — especially by championing emerging, diverse artists — you’re not just decorating a wall. You’re making a statement about your values, your vision, and your commitment to the world around you. And trust me, people notice.
So my message is simple: if you want to build spaces that aren’t just functional but unforgettable, spaces that truly support and nurture the communities they find themselves in and for those that inhabit them—art needs to be at the heart of it. Creativity isn’t an add-on, an afterthought or a box ticking exercise. It’s the foundation of a future that’s worth getting excited about, one that brings people together and values who we are and how we feel. And remember as the Creative Debuts motto goes, “Buy art from living artists. The dead ones don’t need the money”.