AP Hogeschool
Expert Class - Brand Experience Design
For a second talk we for AP Hogeschool, sharing how we approach creative projects, clients, and life in general. We discussed how the industry has changed over the years and where we believe it’s heading. Central to our approach is the belief that storytelling is at the heart of everything we do, particularly in retail design. We strive to create culturally relevant, sustainable spaces that not only reflect a brand’s identity but also engage customers on a deeper level.
We explained how every project we take on is unique, but we group them into services to clearly communicate our expertise in areas like strategy, design, pop-ups, and campaigns. Our process involves immersing ourselves in all aspects of a brand, its products, and its audience. We always consider cultural context to uncover fresh insights and human connections that enhance the overall vision for a space. Attention to detail is key for us—whether it’s the material choices or the layout of a store, we ensure every element contributes to a meaningful customer experience.
We also addressed some of the major challenges brands face today and how retail has evolved beyond just generating sales. We now see retail as the primary real-world touchpoint for brands, an opportunity to build deeper emotional connections with customers. We discussed how younger generations expect authenticity, innovation, and social responsibility from brands, which is why we focus on creating brands with "soul"—brands that have purpose, personality, and a clear sense of why they exist.
Looking ahead, we touched on the future shifts we see impacting the industry, such as AI becoming a key tool in design and customer experience. We highlighted how slow retail—spaces where people want to spend more time—will continue to grow, alongside the importance of being adaptable and bold in a fast-changing landscape. Ultimately, we believe that successful brands will be those that continue to connect emotionally with their audiences, delivering consistent yet creative experiences.