First Half in Review: The Projects That Defined Alice Wonders in 2026 Comments Off on First Half in Review: The Projects That Defined Alice Wonders in 2026 310

Alice Wonders21 de July de 2026 11:1221 de July de 2026

Pessoa caminhando por um ambiente imersivo e biofílico, representando um case de varejo experiencial focado em pertencimento, conexão emocional e jornada do consumidor.

Half the year is already behind us, and from architectural to tech projects, we’ve taken on all kinds of cases here at Alice Wonders. Of course, we weren’t going to let this milestone go by unnoticed. After all, a lot can happen, change, and arrive in just 6 short months.

The first half of 2026 was marked by many special projects delivered by the Alice Wonders team, spanning a range of industries, from real estate to technology. After all, delivering a memorable experience to consumers is something every brand needs to care about.

And to keep you even more up to speed on what’s been happening here during this first half of the year, we’ve selected a few special cases that have shaped our journey so far, so you can learn a little more about what we do and about the brands that have trusted us with their projects.

Mitre Case: A Madrid-Inspired Immersive Corridor

Kicking things off in style, we bring you the Alice Wonders case with Mitre, a Brazilian real estate developer and builder specializing in mid- to high-end residential projects. Our team transformed a walkway in Mitre’s sales showroom into a true experience inspired by the city of Madrid, showing how experiential retail can add value to the presentation of real estate developments.

Rather than using the space merely as a passage between rooms, the project was designed to spark emotions from the visitor’s very first contact with the development. The combination of scenic greenery, strategic lighting, audiovisual content, and Spanish cultural references creates an immersive atmosphere that emotionally prepares the customer even before the sales presentation begins.

The path was planned to encourage continuous discovery. Along the corridor, classic frames serve as digital screens displaying animations about Madrid’s architecture, art, and culture. The visual narrative unfolds gradually, sparking curiosity and encouraging visitors to explore every detail of the space.

In addition to strengthening Mitre’s positioning, the corridor has strong potential for social media sharing. The Instagrammable settings encourage visitors to create spontaneous content, extending the brand’s reach beyond the sales showroom.

The case shows that Alice Wonders sees physical space as a strategic communication channel. The corridor is no longer just a functional architectural element; it becomes an active part of the development’s narrative, sparking emotions and building connections between visitor and brand.

Click here to watch the special video about this case.

Fast Shop: Technology-Driven Retail Design

In a landscape shaped by digital transformation, Fast Shop set out to make its stores more connected and dynamic through a solution developed by Alice Wonders that integrates commercial architecture, digital signage, and smart content management. The project shows how experiential retail can use technology to strengthen brand communication at the point of sale, creating environments that keep pace with sales campaigns and market shifts.

One of the project’s key differentiators is the implementation of a centralized content management platform. Through this system, campaigns, product launches, and corporate communications can be pushed simultaneously to different screens across the store, ensuring agility, consistency, and greater operational control.

The integration of architecture and technology is another key aspect of the case. Large digital surfaces are seamlessly built into the fixtures and walls, preserving the store’s aesthetic and reinforcing its visual identity. Rather than being just pieces of tech equipment, the screens become part of the space’s architectural language, creating continuous communication between the physical space and digital content.

More than modernizing communication, the project shows how innovation can help strengthen Fast Shop’s positioning as a brand in tune with the transformations of today’s retail. The combination of smart content management, commercial architecture, and technology boosts operational efficiency and significantly improves the customer experience.

The case makes it clear that the future of experiential retail depends on integrating physical spaces with digital solutions that create value for both consumers and businesses. In this context, store design takes on a strategic role in shaping the retail customer journey, delivering an immersive retail experience that brings brand, product, and consumer together far more effectively.

Click here to watch the special video about this case.

Galeria Laguna Case: Magic Floor as an Interactive Platform

Alice Wonders also developed the Magic Floor for Galeria Laguna, a tech solution that turns the floor into an interactive interface capable of guiding visitors through a dynamic narrative about the development. Instead of relying on traditional resources such as scale models and information panels, the project puts the consumer at the center of the experience, letting their movement through the space reveal information, animations, and digital content.

The Magic Floor’s main differentiator lies in the interaction between visitor and environment. As people walk across the projection, new information is revealed progressively, creating a discovery-based narrative. The consumer is no longer just a spectator but an active participant in the project presentation, making the process of understanding it more intuitive and engaging.

Another key aspect is the invisible integration of technology into the physical space. Rather than spotlighting equipment or devices, the project keeps all the attention on the experience itself. Digital projections, animations, and architecture work together to create a sophisticated, intuitive environment, reinforcing the idea that technology should enhance the experience, not compete with it.

The case shows how digital solutions can redefine the way products and services are presented in the real estate market. More than informing, the Magic Floor creates emotional connections that increase dwell time, spark curiosity, and strengthen the perceived value of the development.

By integrating architecture, storytelling, and technology, Alice Wonders demonstrates how experiential retail can turn physical spaces into relationship-building platforms. The result is an innovative store design that elevates the entire retail customer journey and establishes the immersive retail experience as a strategic differentiator.

Click here to watch the special video about this case.

Gran Incorporadora: Magic Room as a Sensory and Narrative Experience

For Gran Incorporadora, Alice Wonders developed the Magic Room, an immersive room designed to present the development’s concept through digital projections, storytelling, and audiovisual resources. The project replaces conventional presentations with an experience that emotionally engages visitors even before they tour the model apartment.

The narrative developed for the Magic Room uses high-definition imagery, synchronized motion, and large-scale projections to transport visitors into the world of the development. Rather than simply presenting technical data, the experience conveys sensations, lifestyle, and brand attributes through a carefully planned sequence.

Beyond creating a sense of wonder, the Magic Room strengthens Gran Incorporadora’s positioning as an innovative company committed to standout experiences. The space increases visitor dwell time, boosts brand recall, and helps keep the development top of mind throughout the entire purchase decision process.

By replacing traditional presentations with a sensory narrative, Alice Wonders highlights a growing market trend: using physical spaces as platforms for emotional communication. The Magic Room shows that memorable experiences increase consumer engagement and strengthen real estate developers’ branding.

In this way, experiential retail becomes an important competitive advantage, while store design shapes the retail customer journey to deliver an immersive retail experience aligned with consumers’ new expectations.

Click here to watch the special video about this case.

Casa Bola Kohler Case: Architecture and Brand Experience

Last but certainly not least, in the activation developed for Kohler, Alice Wonders transformed the iconic Casa Bola into a space for experiencing the brand, using architecture as the centerpiece of the narrative. Instead of creating a conventional product display, the project brought together design, innovation, and architectural heritage to deliver an experience capable of sparking emotions and bringing the public closer to the company’s values.

Casa Bola’s unique architecture plays a fundamental role in shaping the experience. Its curved forms, organic flow, and unusual layout turn the walkthrough into a journey of discovery, with each space revealing new products and new possibilities for interaction.

Rather than adapting the space to exhibition conventions, Alice Wonders used its architectural features as part of the narrative, reinforcing the potential of experiential retail and demonstrating how store design can make the retail customer journey more engaging through a truly immersive retail experience.

The project also has high potential for social media sharing. Casa Bola’s architecture itself sparks curiosity and encourages people to take photos and videos, organically expanding the activation’s reach.

By transforming Casa Bola into a sensory experience, Alice Wonders reinforces Kohler’s premium positioning and demonstrates that architecture, technology, and storytelling can work together to deliver meaningful results.

Click here to watch the special video about this case.

These were just a few of the projects Alice Wonders developed in the first half of this year, standing out not only for their innovation but also for the impact they had on the message each brand conveyed and for the memorable experience they offered consumers.

We still have another half of the year ahead and many more projects to bring to life. Follow Alice Wonders on social media to keep up with our new cases, and get in touch to learn more about our work and discover how innovation and experience can make all the difference for your business and your audience.

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The Briefing That Kills a Great Experience 0 89

Alice Wonders7 de October de 2026 15:007 de October de 2026

Briefing estratégico para desenvolvimento de experiências de marca

“We need a campaign.” “Let’s do an event.” “We need an activation.” “How about building an app?” Almost all of these requests share the same first step: the brief.

In day-to-day marketing, phrases like these tend to show up as the starting point for new projects. The problem is that, more often than not, they don’t present the challenge. They already present the answer.

And when the solution comes before the problem, creativity starts out with less room to explore.

That doesn’t mean a campaign, an event or an activation is a bad choice. The real question is whether it is, in fact, the best answer to what the company needs to transform. After all, it’s entirely possible to execute a solution perfectly and still solve the wrong problem.

Before the “what,” comes the “why”

An effective brief shouldn’t start with the deliverable. It should start with the context.

What’s happening?;
Why does it matter to the business?;
Who is affected?;
What is that person going through?;
Is there a behavior or perception that needs to change?;
What has already been tried?;
And what don’t we know yet about this challenge?

These questions help turn a request into an opportunity for investigation.

“We need to create an activation to increase store traffic,” for example, already defines a big part of the path. But realizing that a significant number of people move through the space without engaging with a particular category opens up a far more interesting discussion: how can we make this journey more relevant?

An activation may still be the answer. But now it’s one possibility among many — not a decision made before the problem was understood.

A good brief opens up possibilities

There’s an important difference between giving direction and dictating the solution. A good brief needs to be clear about the challenge, the audience, the objectives, the context and the constraints. At the same time, it should leave room for the team to question assumptions and explore different paths.

It’s precisely this combination that can make the creative process more powerful.

When the brief says “do X to achieve Y,” the discussion tends to focus on how to do X as well as possible. When it says “we need to achieve Y because this is the scenario we’re facing,” the question becomes “what’s the best way to get there?”

It may seem like a small difference, but it can completely change the outcome.

The solution might lie in a physical experience, in content, technology, service, communication, environment, journey or a combination of different possibilities. The format stops being the starting point and becomes a consequence of the strategy.

So where does experience come in?

With whoever is on the other side.

A good experience doesn’t come only from what the brand wants to communicate or offer. It needs to take into account the context of the people who will live it. What do they expect? What could create friction? What’s relevant at that moment? What role does the brand play in that journey?

When these questions make it into the brief, the project stops being just about a deliverable and becomes about a transformation.

This perspective also helps avoid one of the most common mistakes in experience projects: creating something interesting for the company but not very relevant to people.

An idea can be beautiful, innovative and technically flawless. But if it doesn’t respond to a real need or doesn’t make sense in that context, it’s unlikely to be a good experience.

The brief doesn’t need to come with a ready-made idea

Perhaps this is the main shift in perspective: the brief isn’t there to say exactly what should be created. It’s there to create the conditions for the best idea to emerge.

That means spending more time understanding the problem before rushing to the solution. It means questioning requests, investigating behaviors, acknowledging constraints and leaving room for possibilities that weren’t on the radar yet.

In the end, the more clarity there is about the problem, the more freedom there is to think about the solution.

This is the mindset Alice Wonders brings to turning business challenges into experiences. Combining strategy, creativity and a people-centered approach, we help brands break away from ready-made solutions and find more relevant paths for what truly needs to be transformed.

Because a good experience may start with an idea. But a relevant experience starts with a good question.

Want to uncover new possibilities for one of your brand’s challenges? Talk to Alice Wonders.

In the Age of AI, What Still Needs to Be Human? 0 92

Alice Wonders6 de October de 2026 15:006 de October de 2026

Experiência imersiva que representa a conexão entre inteligência artificial e fator humano.

You know when you chat with an AI chatbot, get exactly the information you needed, and still feel like something was missing? Or when an AI-generated image is technically perfect but doesn’t stir any emotion at all?

These examples point to one of the biggest challenges of the AI era: the more technology we have at our disposal, the more valuable the traits that are still essentially human become.

Artificial intelligence already writes, creates images, analyzes data, personalizes content and automates processes. But with so many possibilities, a question arises: if technology can do more and more for us, what still needs to be done by people?

With that in mind, today we’ll look at what still needs to be human, even in the AI era, and how to get there without competing with technology, but by using it as a business ally. Enjoy the read!

AI has changed the game

To start, we need to understand that artificial intelligence has brought speed, scale and efficiency to companies in virtually every industry. Today, brands can analyze behavior, personalize journeys, generate content and automate interactions in a matter of seconds.

The problem is that when the same tools are available to everyone, technology alone stops being a differentiator. If any brand can use AI to personalize a message, generate an image or automate customer service, what will make one of them memorable?

That’s where the human factor comes in. AI can identify patterns, but interpreting context is another story. It can recognize emotions, but not experience them. It can generate possibilities, but it can’t decide on its own which of them actually makes sense for a brand. It can personalize an interaction, but it doesn’t necessarily create a connection.

In the end, memorable experiences are built on something that goes beyond technology: feeling, meaning and identification.

What still needs to be human?

Now that we understand how AI operates and how it can support a business, the question remains: what still needs to be human? So we’ve put together a few areas below where AI can’t perform as well as a human. Take a look:

Feeling: an AI can identify that a certain experience has the potential to move people. But it’s the person who feels surprise, nostalgia, belonging or delight. And it’s these emotions that turn an interaction into a memory;
Interpreting: data shows what people do. But understanding why they do it takes context, background and sensitivity;
Creating meaning: artificial intelligence can generate thousands of ideas. But an experience doesn’t become relevant just because it’s new. It needs purpose, it needs to align with the brand and it needs to make sense for whoever is living that moment.
Building connections: an unexpected detail, service that shows genuine care or an experience that feels designed especially for someone can create bonds that go far beyond the transaction. And the more automated our relationships become, the more value there may be in precisely these genuinely human moments.

What if AI made experiences more human?

Is there an ideal world where technology and human experiences support each other in perfect harmony? Well, in brick-and-mortar retail, this discussion becomes even more relevant. Instead of using artificial intelligence just to automate processes, brands can use it to enhance experiences.

Imagine spaces that adapt content to each visitor, experiences that personalize journeys in real time or environments that respond to people’s behavior.

Technology is there, but it doesn’t have to be the star. The star is the person living the experience. That’s why the question shouldn’t just be “where can we add AI?” but rather: “How can AI make this experience more relevant for the people who are here?”

Like other technologies, artificial intelligence is likely to become increasingly accessible. The differentiator, then, won’t be who uses AI, but who knows how to use it with purpose. That means starting with the consumer, understanding their behavior, defining what the brand wants to spark and only then choosing the technology that can make that experience possible.

Because AI can expand possibilities. But it’s the human perspective that turns possibilities into meaning.

AW: technology to create more human experiences

At Alice Wonders, we believe technology only makes sense when there’s a purpose behind it.

That’s why we combine technology, creativity and strategy to transform physical spaces into experiences that bring brands and people closer together.

Want to discover how to use technology to create more human and memorable experiences for your brand?

Click here to learn more about Alice Wonders’ work.