CVS set out to transform from a prescription-focused retailer into a holistic health destination. We led this evolution from strategy through large-scale execution—leveraging deep consumer insights and end-to-end design to reimagine the CVS experience and create spaces that empower people to take control of their health journey.
Vertical: Retail
Sensory Storytelling: How Immersive Retail Cuts Through the Noise
We’re witnessing a global revolution as brands are reimagining physical spaces in order to build brand love. Leading brands recognize the evolving relationships with consumers and have shifted beyond just selling products. They’re creating movement, fostering community, and immersing shoppers in new forms of brand storytelling and interaction – experiences that evoke true emotion and […]
INTO: The Call of Adventure
A New Kind of Flagship for a New Kind of Explorer
The Introduction
We’re entering the next chapter of retail storytelling—where merchandise becomes media and the store becomes the stage. Following the principles explored in Hero Merchandising, INTO: The Call of Adventure builds on the same theatrical mindset—only now, the performance is not about product alone, but about purpose.
Here, the adventure lifestyle becomes a narrative canvas, transforming retail from a transactional space into a living, breathing story of exploration, connection, and play.
The Why
Adventure is no longer a niche pursuit—it’s a shared mindset. Across Gen Z, Millennials, and even the rising Gen Alpha, the desire to explore is redefining how people spend, connect, and express themselves. Fueled by a post-pandemic hunger for purpose, mobility, and mental reset, today’s consumers of all ages are placing experiences above possessions—and travel has emerged as the ultimate form of self-expression.
But this movement isn’t just about going places—it’s about becoming. Whether backpacking through the Andes, taking the family on a digital detox retreat, or curating an Instagram-worthy train journey, today’s adventurers are chasing awe, connection, and transformation. Increasingly, they expect their experiences to be immersive, emotionally resonant, digitally integrated, and aligned with values like sustainability and inclusivity.
The Mission
Our goal was to uncover what would attract today’s explorers and create a destination that engages, connects, and entertains—a place that embodies movement, mood, and meaning.
Introducing: INTO.
Not just a place to shop—it’s a place to belong, recharge, and get ready for whatever’s next. Wherever you’re headed, we’re here to help you get INTO it.
The Execution
A Brand Experience Built for the Explorers.
- Tailored to four archetypes:
The Urban Explorer, The Soulful Seeker, The Curious Wanderer, and The Everyday Pathfinder - Designed for movement, mood, and meaning
- More than a store—a launchpad for imagination, connection, and play
INTO is where retail becomes a living adventure—part store, part story, all journey. Designed for modern explorers, it invites discovery through immersive zones inspired by the four archetypes—from city-hunting urbanites to soul-searching nature lovers.
Each visit becomes a choose-your-own-experience: limited-edition gear, interactive workshops, global flavors, and surprise-and-delight moments around every corner.
The Impact
INTO demonstrates how experience-led retail can transform commerce into culture—turning exploration into belonging, and shoppers into storytellers.
Just as Hero Merchandising celebrated the art of making the product perform, INTO celebrates the spirit of making the shopper the hero—placing them at the center of an ever-unfolding adventure.
Choose your own adventure. Find your tribe.
Guests begin with a digital archetype quiz that evolves their experience on every visit. Guided by color, light, and storytelling, each path invites personal discovery—whether curated for their archetype or chosen in the moment. Wherever they wander, every explorer finds something that speaks to their journey.
Where expertise meets exploration.
The sales floor blends storytelling with curation—helping guests find what they need and discover what’s next. The Scenic Route invites reflection and hands-on learning, while The Travel Lab connects product with possibility, pairing expert advice and trip planning to turn inspiration into real-world adventure.
Find your people. Feel the energy.
Main Street celebrates connection through partnerships, storytelling, and shared values. Designed for the Urban Explorer, this city strip–inspired zone comes alive with bold displays, brand collaborations, and cultural moments—building a world of excitement, trend, and inclusion that reflects the spirit of community our adventurers belong to.
Do we have your attention? Dive into Create to Resonate and discover more bold ideas shaping the future of brand and consumer connection here.
Aramark HQ
Aramark needed its new Global Headquarters to be more than a workplace—it had to become a living expression of the brand’s values and global reach. We created a strategy that embedded storytelling throughout the space, turning the HQ into a dynamic hub that inspires, informs, and connects every visitor.
Joanne Heyob
As SVP, Operations Strategy & Design at WD Partners, Joanne brings 20 years of experience rooted in retail and store operations. With a proven track record of driving innovative growth strategies for retail brands, she leads WD’s operations team, which is a key component and differentiator in our end-to-end offering. She serves as a client […]
Jay Highland
Jay spent over 17 years building teams, leading creative, and collaborating with all disciplines involved with experience design. His career path encompasses all phases of the retail strategy and design process, solving clients’ real-world business problems via “big ideas” in concepting, prototyping, and scaled implementation. Jay is a team and account leader—collaborating, listening, building, guiding, […]
All the Store is a Stage: Hero Merchandising & Retail Theater
We're witnessing a global revolution as brands are reimagining physical spaces in order to build brand love. Leading brands recognize the evolving relationships with consumers and have shifted beyond just selling products. They're creating movement, fostering community, and immersing shoppers in new forms of brand storytelling and interaction – experiences that evoke true emotion and […]
Rookie Kids
Rookie Kids was born from a collaboration between Nike, Rack Room, and Haddad to fill a major gap in the market: a true retail brand for tweens. Together, we created an entirely new sport-centric concept where kids can discover trends, enjoy gamified experiences, and express themselves freely.
The Hidden Engine of Flagships: Why Operations Make the Magic Possible
Flagship stores are often celebrated for their immersive designs, bold statements of identity, and ability to showcase a brand at its peak. But beneath the sparkle and spectacle lies an operational machine that makes it all possible — from labor planning to inventory flow to technology integration. These destinations succeed because every part of the […]
Building the Future of Retail with Spatial Digital Twins
Retail is at a tipping point—and technology is the driver. The pace of innovation is transforming industries from manufacturing to healthcare, and retail cannot afford to lag behind. If your asset portfolio still relies on outdated systems and disconnected processes, you’re leaving opportunities on the table. By adopting the same technologies powering other industries—digital connectivity, […]
