The Origins of Super Positive Experience | SPX Lab

The journey that led to the creation of SPX Agency was not always an easy path, but one full of twists turns & a number of key learning points that brought the company to where it is today.

We sit down with our CEO & Founder Bart Sasim, to trace back the origins of Super Positive Experience (SPX Agency) and how we got to where we are today.

The Conceptual Phase

It was the year 2012…

Bart had just completed his Master's degree in Interior Architecture and Retail Design from the Piet Zwart Institute, Willem de Kooning Academy in Rotterdam.

At the time, Europe was in the middle of a real estate crisis and finding a permanent job as an interior architect was not just tough — it was proving to be extremely challenging for a fresh graduate.

It was during this strenuous period that a mentor introduced him to Student Housing Research Foundation, The Class of 2020, a small team in need of branding and graphic design services.

This would mark the key turning point in his professional journey.

Having acquired work experience from several architectures and design firms throughout his studies, Bart had been trained to develop concepts from an architectural standpoint — adopting the ability to revitalise spaces and envision their potential beyond their basic functionalities.

Harboring this innate interest in understanding the perspective of human interaction within constructed spaces, community & experience building gave him a different perspective on the utilisation of spaces to optimise experiences.

Bart welcomed the opportunity to bring this experience-design methodology to the team in our next project together — building up Student Housing Brand (The Student Hotel).

From Conceptual to Reality

When Bart was introduced to the project it was clear to him, he was going to be part of something BIG.

In October 2012, he joined the TSH project as an external colleague, supporting the team in the full spectrum of marketing-related activities to help roll-out the brand.

The Student Hotel played a significant role in the shift that took place in the Netherlands with the introduction of its new hybrid model of long-term student housing meets short-term guest accommodation to the market.

Through the execution of online and offline marketing activities, the team was able to build The Student Hotel into a connected community that met the needs and expectations of the target audience of millennial students, professionals and short stay guests.

For 2 years Bart worked closely with Marketing, Development, Operations and HQ teams at TSH to oversee the successful launch of Rotterdam, Amsterdam West, The Hague and Amsterdam City locations as well as facilitate Marketing tasks for Liege (Belgium).

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© 2014–20 Spatial Experience. All rights reserved.

Originally published at on May 30, 2019.



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