International Festival of Brand Experience
05 | Der Aufbruch 11.01.2023

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Steven Cichon

Director Brand Spaces
Peter Schmidt Group GmbH

14:00 – 14:30 Uhr | Keynote Lounge 2
Don Don Donki: retail success through chaos, not consistency

Do digital links and customer service really get consumers into stores? The Japanese department store chain Don Don Donki takes the opposite approach: It has made chaos its strategy, presenting back scratchers right next to tomatoes – and is successful.

Steven Cichon is Director Brand Spaces at the Peter Schmidt Group, Germany’s most successful brand and design agency. The studied industrial designer realizes projects ranging from trade fair appearances and interior design in the corporate environment to retail solutions. Whether in the Millerntor Stadium in Hamburg or in the shopping street in Fukuoka, Japan, he and his team translate brand values and corporate appearances into multisensory experiences in space.