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AI is transforming the world of brand activation faster than we can keep up.But the real question isn’t what AI can  do — it’s what we want to feel  through it. In experience design, everything revolves around emotion: how a brand sounds, smells, moves, and feels. That part will always remain human. What AI adds is speed, insight, and the ability to explore scenarios we might never have imagined otherwise. An algorithm can analyse trends, predict behaviour, and generate thous

In 2007, brand activations at festivals were mostly banners and freebies. For Wrangler, we wanted more something that felt real, useful, and true to their This is Wanted  campaign about independence and authenticity. The idea: a mobile laundromat  at Lowlands Festival. As project manager for Contain.r, I turned the concept into reality from the design and detailing of the laundromat to making sure it was built on time and within budget. We transformed shipping containers into

For years, the Conservatorium van Amsterdam’s Open Day had become routine full of good intentions but lacking cohesion. The energy was there, yet the impact was fading. Instead of asking for a bigger budget, we looked closer at what was already being spent. The amount used each year on separate rentals for stages, gear and materials turned out to be enough to create something far more powerful: a tailor-made  concept aligned with the Conservatory’s new brand strategy. With t