Entro Communications Joins Forces with Astria Elevate to Lead the Future of Experiential Design

Toronto-based design powerhouse Entro Communications is entering a new chapter. The award-winning firm—renowned for transforming complex spaces into engaging environments—is being acquired by Astria Elevate, an investment firm known for scaling founder-led and family-owned businesses with strategic precision.

It’s a move poised to supercharge Entro’s growth as it leans further into digitally enhanced placemaking, immersive storytelling, and data-informed navigation. For a company already synonymous with thoughtful experiential design—from guiding patients in hospitals to enhancing fan experiences in arenas—this signals a deeper investment in the science of human movement through space.

“Entro’s evolution from a traditional wayfinding firm to a robust thought leader in experiential design is incredible,” said Shaun Gordon, Managing Partner at Astria Elevate. “Their impact is unmatched, and we’re thrilled to help them author the next era of the experiential age.”

A Legacy of Influence—and Innovation

Founded in 1990 by Wayne McCutcheon and Andrew Kuzyk, Entro has shaped how millions of people interact with physical spaces across sectors like healthcare, transportation, retail, and sports.

Its portfolio reads like a who’s who of design excellence:

• Changi Airport, Singapore – repeatedly ranked the world’s best

• Scotiabank Arena, Toronto – home to the Raptors and Maple Leafs

• SEPTA, Philadelphia – one of the largest U.S. transit systems

• The Whitney Museum of American Art, New York

• SickKids Hospital, Toronto

• The Bank of Montreal

Entro’s growth has included notable acquisitions like Gottschalk+Ash in 2011 and CVEDesign in 2018, further solidifying its global authority in experiential design.

Tech-Enhanced Environments Are the Future

This acquisition comes as digitally layered experiences become central to how people engage with built environments. Entro is already a leader in integrating behavioral science and analytics, such as eye-tracking technology, to optimize spatial interaction.

With backing from Astria, the firm will explore emerging technologies to personalize navigation, heighten brand connection, and boost engagement metrics across environments.

“We’re not just designing signs anymore,” said incoming CEO John Campanella, former head of branding agency 160over90. “We’re designing personalized journeys that use data to shape how people interact—with buildings, with brands, and with each other.”

Campanella’s previous success—steering 160over90 to a $250M acquisition by Endeavor (WME Group)—underscores Astria’s intent to position Entro as both a creative and commercial force in the next wave of spatial design.

Doubling Down on Design—and Culture

Entro’s 100 employees across Toronto, Vancouver, Calgary, and New York will report to Campanella. Founders McCutcheon and Kuzyk will stay on in advisory roles, ensuring continuity in creative vision and client relationships.

“We’re committed to evolving the industry—not just adapting to it,” said McCutcheon. “By marrying design excellence with research-driven insight, we’re ready to help shape the global future of experiential design.”

The acquisition also reflects a wider industry trend: experiential design is no longer just about physical space—it’s about emotional connection, personalization, and performance. As organizations seek to make their environments more navigable, inclusive, and immersive, firms like Entro are poised to lead the way.

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