The era of the Instagrammable photo backdrop is over. So what's next?

In this episode of the Growth Department podcast, Chelsey sits down with Diana Zwetzich, experiential designer and founder of guest-centered brand activations, to talk about why most brand experiences are falling flat and what separates a forgettable pop-up from an activation people actually remember.

Diana built her career on architectural design and environmental storytelling for global brands, including the viral 29 Rooms experience and Refinery29's Luna Lounge at Coachella. Now she's bridging the gap between experiential design and hospitality, helping brands stop performing and start hosting.

In this conversation, Diana breaks down the missing layer in experiential marketing, why beautiful design alone creates attention but not connection, and how the peak-end rule should reshape every guest journey you plan in 2026.

What you'll learn in this episode:

• Why "hosting" beats "performing" in every brand activation
• The real reason Instagrammable photo moments are losing impact
• How to train brand ambassadors to actually connect with guests
• The peak-end rule and why your tunnel entrance doesn't matter
• How to measure ROI on experiential marketing beyond reach and impressions
• Why smaller, more intimate activations often outperform big-budget spectacles
• The two moments you actually need to design (everything else is noise)
• How to brief an experiential agency so your activation has intention, not just aesthetics
• What brand loyalty, sentiment, and long-term recall really look like in post-event data

If you're a B2B or B2C marketer planning trade show satellite events, intimate client dinners, pop-ups, or experiential activations this year, this episode is your blueprint for doing it right.

Connect with Diana on LinkedIn and read her articles on guest-centered experience design. LinkedIn: https://www.linkedin.com/in/diana-zwetzich-844738107/

(her book recommendation = 10x is Easier than 2x)

Follow the show and subscribe so you never miss an episode!

Growth Department slows the conversation down so founders and business leaders can go further, faster.

If this episode helped you think differently, follow the show and share it with someone building alongside you.