Designing for Wow
A Behind-the-Scenes Look at How Powerful Live Brand Experiences Are Made
Experiential marketing experts Pete and Brian talk strategy and inspiration on the Retail Lounge.
The Retail Lounge podcast invited our own Pete Riddell (Executive Creative Director) and Brian Cicco (Customer Experience Creative Director) to take a deep dive into the art and science of storytelling through experiential design. Both industry leaders share how their creative journey led to a shared belief: the best brand stories start with a single, powerful reaction—“Wow.”
This episode explores:
- How emotional resonance and human truths power the most effective brand experiences
- The role of curiosity, empathy, and listening in crafting experiences that matter
- How to design for “skimmers,” “swimmers,” and “deep divers”—audiences who engage at different levels of depth. Read more about this concept in our Just Keep Swimming whitepaper.
- Lessons from real-world activations, like standout brand installations at SXSW
Whether you're a marketer, creative, or brand leader looking to better connect with your audience, this conversation offers actionable insights and a behind-the-scenes look at how powerful live brand experiences are made.
Watch the video to the left and check out the Retail Lounge podcast here.