As part of our ongoing Commercial Leadership Team series, we continue to check in with the people helping shape Showcase’s next chapter – one year into their leadership roles.
Beginning with a conversation with Will Pearce, we now catch up with Lina Olsson, Creative Director. With over a decade at Showcase, Lina’s role has evolved significantly, moving from project delivery into a more strategic position focused on relationships, culture, and how the business presents itself more broadly.
A year on, how has stepping into the Creative Director role changed your focus day to day?
“The first year has definitely been a bit of trial and error, finding the right balance…!
It’s a completely new role for Showcase, so there’s been some course correction along the way. I’ve had to broaden my focus quite a lot, by stepping away from the day-to-day of projects and thinking more strategically about where we’re heading and how everything connects.”
What’s one cultural shift you’ve helped embed over the past year?
“From the start, the CLT wanted to strengthen the culture within the office and encourage people across different teams to connect more.
One of the things we introduced was the ‘Smithfield Social’. We held the first one a couple of months ago, which I think it’s fair to say was a success! Now, we’re handing it over to some brilliant volunteers from the London team to continue.
It’s been a really good way for people to step away from the day-to-day, spend time together, and build those relationships outside of work.”
How has working as part of the Commercial Leadership Team influenced your thinking?
“It’s definitely made me think more about the bigger picture.
You naturally start to look beyond your own area and consider how decisions impact the wider business – not just the London team, but Showcase as a whole.
It’s been really interesting to see how the different parts of the business connect and influence one another. Often, small changes in one area can have a wider impact, improving how we work across the group and ultimately strengthening the bigger picture.”
Where do you feel the CLT has become more aligned over the past year?
“I think we’ve developed a much better understanding of each other: our strengths, our weaknesses, and how we each approach things.
We all bring very different experiences and personalities, which is actually one of our strengths. It means we can challenge each other, support each other, and get a more rounded view on the decisions we’re making.”
How have your relationships with suppliers and the wider design community evolved in this role?
“I’ve always had a strong connection with both suppliers and designers, coming from a design background. But stepping into this role has definitely changed the types of conversations I’m having.
The conversations are still creatively led, but they now extend further into commercial and strategic territory, often at a more senior level and across a broader range of topics.
A big part of my role now is around supplier relationships, and I’m working much more closely with Darren Griffin (Showcase PSR’s Sales Director) on that side, which has given me a different perspective on the wider supply chain across the Showcase Group.
I find it incredibly interesting, and it’s an area I’ve really enjoyed getting closer to.”
Is there a moment or a project that reflects where Showcase is heading?
“Not one specific project, but recently we’ve seen a real increase in RFPs and tenders.
That’s a huge testament to the work that the team put in on a day-to-day basis – both in delivering projects and building relationships across the industry. We’ve got a huge amount of experience across the group, and continuing to draw on that more collaboratively is a big part of where we’re heading.
It’s a really positive time for the business!”
Looking ahead, what are you keen to push further?
“For me, it comes back to helping the team broaden their thinking.
Ultimately, our role is to help clients bring their spaces to life. If I can support the team in building their knowledge of suppliers, learning to explore and challenge their ideas even further, and step outside their comfort zones, then I feel I’m doing my job well.”
Finally, in a sentence – how would you describe this chapter of Showcase, one year on?
“The term ’Learning curve’ stands out to me…
It’s been a learning curve for everyone, but we’re settling into it and moving into a really exciting next chapter.”
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