First impressions matter for schools

Open days have become increasingly critical moments in the admissions process, and parents form an impression as soon as they walk through the doors. Roger Thomson, Project Consultant at Pinnacle, explains: “When a parent walks into a school for the first time, before they’ve spoken to anyone, that initial impression sticks. The environment needs to communicate the school’s culture and standards and set the tone for the remainder of the visit.”

Reception areas, entrances and key teaching spaces are doing more of the hard work than ever - they’re a vital part of the sales process, and specialised areas like science labs, sixth form centres, dining areas and boarding houses are showcase spaces.

“If those spaces don’t feel aligned with the school’s positioning, it creates doubt,” Roger adds. “Parents are asking themselves whether the experience matches the fees.”

Refurbish smartly

 A common misconception is that improving the school environment requires significant capital investment or a new build, when in reality, targeted refurbishment can deliver substantial impact at a fraction of the cost.

“We see it time and time again,” says Roger. “A light refurbishment can completely transform how a space feels. Changes to colour, flooring and layout can make it feel like an entirely different building.”

This is particularly relevant for schools navigating tighter budgets and/or the need for change to happen quickly. Rather than waiting for large-scale funding or delaying improvements, smaller, strategic upgrades can shift perception fast.

What often surprises clients is just how noticeable those changes are to prospective parents. Roger explains: “Simple interventions, done well, can elevate a space to the point where it feels modern, considered and on brand. That’s what parents are responding to. It eases parents into the idea of imagining their child in the school.”

The Summer Holidays provide a perfect opportunity to make an impact

September, with back-to-school and the restart of Open Days, provides the perfect opportunity for a reset, with refreshed and renewed spaces positively impacting the well-being of returning pupils and staff. By reinforcing your school’s ethos and values and creating a welcoming first impression for Open Days, they likewise support admissions and marketing strategies aimed at prospective students and parents.

This is why our teams are geared up for delivering projects during the summer holiday window. We’ve proven time and time again that with the right planning, it’s possible to complete a refurbishment, even a fairly major one, around term schedules with the summer holidays being the ideal opportunity. 

“The process can be straightforward,” says Roger. “It typically starts with a discovery call, followed by a site survey. Initial designs and budget costs can be turned around within two to three weeks. Just last year, we undertook a full-scale boarding house renovation in Suffolk, going from initial enquiry in June to design, planning, revisions and delivery before September to be ready for the new school year.”

This disciplined approach allows schools to move from concept to completion over the summer holiday period, ready to showcase updated spaces at the start of the new academic year. In the competitive admissions landscape, good timing can make all the difference. 

Involving students is a strategic advantage

Another shift is the growing importance of student voice in shaping environments. Schools that involve pupils and staff in the design process are seeing tangible benefits, not just in the outcome, but in how spaces are used and respected.

“We involve students and staff through workshops,” Roger explains. “When their input is reflected in the final design, there’s a real sense of ownership. Students are proud of and look after spaces they have had the opportunity to co-design, and the word-of-mouth impact is extremely powerful.”

That ownership translates into better engagement with the space and a stronger overall school culture, and it creates a more authentic story to tell prospective parents.

A refurbished space is about more than decor - it reflects and strengthens a school’s culture. A school can tell you what they stand for, and they demonstrate it in the design of their learning spaces. 

How to refurbish learning spaces on a tight budget

For schools working with limited budgets, prioritisation is key.

Not every space needs to be transformed at once. The focus should be on areas that have the greatest visibility and impact.

“The spaces with the highest footfall and most activity tend to generate the most interest,” says Roger. “Science labs, food tech rooms and social spaces are strong starting points.”

These are the environments parents and students naturally gravitate towards during visits. They are also the spaces that best demonstrate how a school supports learning, collaboration and wellbeing.

By contrast, classrooms, while important, are less likely to be the deciding factor in a parent’s decision.

School design is about more than aesthetics

The reality is that schools are operating in a more competitive, more commercial environment than ever before. They’re not just educating, they’re positioning, differentiating and, ultimately, persuading, and design is a key part of that.

A well-considered environment signals investment, care and confidence. It embodies a school’s ethos and culture and reassures parents that fees are justified and that their child will benefit from more than just academic provision.

Schools that recognise this are already adapting - those that don’t risk being overlooked.