E-commerce has forever altered customer expectations, but now it's bricks and mortars changing the way we engage with brands. From engineered serendipity to personalised environments, new technologies are giving retailers the opportunity to deliver exciting, unique, and sharable experiences you can't get online or in an app.
For Sabinna Rachimova, her 'brand DNA' is, actually, familial. It transcends ethos and aesthetics and runs deep into the past, through two generations of her family. Her grandmother, a maths and physics professor in her native Russia, who during communist times made clothing on the side for neighbours and friends for extra income, inspired her to pursue a career in art and craft.
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I'm not quite sure you realise what you have done, Microsoft. If you give me the power to fill my world with magical 3D objects, that's exactly what I'm going to do. And I am going to abuse that power.