Designing for Joy, Purpose and Belonging

With over two decades at WATG and a portfolio that spans Greece, Mauritius, Montenegro and beyond, Tony Menezes, Associate Principal of Planning in our London studio, has spent his career helping to shape destinations that celebrate context, culture, and connection. Here, he reflects on how Our Purpose and Values inform the way he leads teams, works with clients, and defines design excellence in a changing world.

From Costa Navarino in Greece to Gleneagles in Scotland and Porto Montenegro, Tony’s work demonstrates that “luxury” is not about excess, it’s about depth.

“Luxury means different things to different people. But true luxury comes from the quality of thinking and understanding. The more we push ourselves creatively and commercially, the better the outcome.” 

In master planning, that thinking begins with the land itself. “Nature is the backdrop to enriching human experiences. We design at a human scale, so people feel connected, safe, and inspired. Nature is the backdrop to enriching human experiences.”

Of WATG’s five core Values, “Sharing Success” sits close to Tony’s heart. “Every successful project starts with the people around the problem, especially the client. It’s a partnership. Planning is a journey; collaboration is constant. You can’t do this job in isolation.” 

Mentorship plays a central role in his leadership. “The best library in the office isn’t the books, it’s the people. Talk to each other. Ask questions. Get out from behind the computer. This is a human game, not a software exercise.” 

That collaborative mindset helped drive success on a major integrated resort in Albania. “We worked hand-in-hand with the client to set a national benchmark for responsible tourism. The Prime Minister even used our visuals to communicate what good development looks like. That was a proud moment.” 

For Tony, stewardship defines the next generation of planning. “We have a responsibility to educate clients about their land, they’re stewards, not owners. The environment is the asset. We start by letting the land tell us what it needs.” 

That philosophy has reshaped business models. “In Greece, we reduced a 5,000-unit plan to 2,500, fewer, better, more valuable. In Mauritius, we turned a golf resort into an Agri-community focused on reforestation and sustainability. It aligned perfectly with their ESG goals.”

Workshops are the heartbeat of creative energy. “They’re the epicentre of imagination. We fill walls with sketches, ask bold questions, and make sure every voice is heard. Creativity isn’t just about look and feel, it’s about creating value and asking why.” 

He points to Costa Navarino and Mont Choisy Smart City as proof that creativity drives tangible results. “Sometimes imagination unlocks development strategy, sometimes it changes a business model, but it always moves the project forward.” 

Travel, teamwork, and curiosity fuel Tony’s joy in design. “The job should be joyful. Travel is what keeps me inspired, meeting people, learning from cultures, seeing how places evolve. WATG’s ‘joie de vivre’ is part of our DNA.”

Problem-solving also brings satisfaction. “I love exploring a problem with others and asking the right questions. Guiding clients toward what they really want, that’s where the magic happens.” 

Curiosity is baked into the role. “Every project is different, new client, new place, new challenge. There’s no formula for delivery; each plan is bespoke.”

Global trends toward authenticity and sustainability excite him most. “Travellers want experiences that feel real. They’re more informed, less brand loyal. They want comfort and safety, but also a bit of drama. The future of hospitality will blend those elements, authenticity, security, and surprise.” 

He also believes young designers need real-world exposure. “You learn the most on-site clambering over rocks with the client, feeling the landscape. That’s how you build empathy and creativity. We can’t lose that.” 

The WATG Way isn’t theory, it’s a discipline. “It’s both a mindset and a tool. It sets the agenda: ask the right questions, explore every angle, educate the client, and integrate commercial, environmental, and social realities. It stops us resting on our laurels.” 

He sees it as a teaching framework, too. “It helps younger designers see the bigger picture. They need to talk to people, not just stare at screens. The knowledge isn’t in the software; it’s in the conversation.” 

And his advice to the next generation? “Don’t rest. Go and discover. The world is your library, the people around you are your greatest resource. Be courageous, ask questions, and travel when you can. That’s how you grow.”