In an always-on world where distraction constantly pulls our focus in different directions, our own attention is increasingly becoming one of the scarcest resources. Howard Sullivan, co-founder and creative director of London-based experience design agency YourStudio, keeps this in mind when designing in-store retail experiences for retailers like Topshop, Pret A Manger, Birchbox and more that captivate, inspire and engage in an age of social media saturation and digital overload.

In this interview with PSFK, Sullivan explains why retail is not retail anymore, and how the industry is moving into an era of valuing experiences over just selling products, prioritizing the creation of authentic interaction and spontaneity that appeals to human emotion, captures consumers’ attention and even taps into what can’t be shared on social media.