Baron examines “harnessing the hallowed power of the experience economy. In other words, the booming consumer hunger for experiences and entertainment that go above and beyond, or at least frame, the more prosaic world of products.”

Ziba is featured and quoted in the article for our "use of role-play based ‘experience prototypes' to craft new store concepts for Australian eyewear label OPSM, this breed of actor-led design was key to grasping (and exploiting) the value of changeovers and micro-moments.”