Emotionally Compelling Storytelling In the Physical World & Why Bigger Definitely Isn’t Better

Thursday, April 15, 2021 | noon–1 p.m.
Location

Virtual
United States

Emotionally Compelling Storytelling In the Physical World & Why Bigger Definitely Isn’t Better

Ed Hofmann, innovation retail executive

Thursday, April 15 | Noon (EST)

It’s not enough anymore for the physical retail environment to be simply boast nice fixtures, thoughtful merchandising, sophisticated finishes, or a great use of signage. Given the complexities and forced evolution of our new world, we must go further, wider, and deeper in our understanding of physical retail and how it can improve our lives. No matter the project type, whether a 25,000-square-foot flagship on a London street or a 300-square-foot travel retail location in Singapore’s Changi airport, great physical retail must now be the precise embodiment of an inspiring brand story rooted in and influencing an authentic experience. Anything less becomes a commodity lost in the noise of the “typical.” Join innovative senior design and development executive Ed Hofmann (formerly of L Brands) as he unravels why and how physical retail still has a place at the table, as essential as a complimentary entree to the wonderful appetizer of ecomm.