In the last decade with the rise of social media and our abilities to document every detail of our lives, the word experience has become synonymous with our generation. It's been said that consumers today care more about experiences than possessions which is why brands have had to evolve the way they interact with their customers. From store pop-ups to brand themed restaurants, companies are leaning into that word by creating memorable activations that change the way they connect to their customers.

Our next guest is Christian Lachel, an experiential strategy & design expert and Chief Creative Officer of BRC Imagination Arts, a global experience production company founded in 1981. For the past 40 years BRC has worked with some of the world's biggest brands like General Motors, Brown-Forman, NASA, Pernod Ricard, Walt Disney, Ford and Coca Cola to name a few. Some of their more recent experiences include the World Food Center in the Netherlands, Rock & Roll Hall of Fame Museum in Ohio, Jameson Distillery Bow St. in Dublin, and Johnnie Walker Distillery in Scotland.

As CCO, Christian has devoted his career in creating sensory interactions. Whether he's doing it for whiskey lovers in the whiskey drinking capital of the world or beer drinkers in Amsterdam, he is a wealth of knowledge when it comes bridging the gap between ideas and reality. Listen to this episode as we talk about his most recent projects, his personal creative process, and how to create meaningful yet unique touch points for different audiences.

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