Spaces That Bring People Closer: How Itaú Bank Turns Relationships into Experiences Comments Off on Spaces That Bring People Closer: How Itaú Bank Turns Relationships into Experiences 992

Alice Wonders17 de September de 2026 11:4617 de September de 2026

Banco Itaú Uniclass com fachada azul e ambiente de atendimento integrado à experiência digital

Imagine walking into a bank and, instead of running into queue tickets, documents being shuffled back and forth, and contracts thousands of pages long, being able to check what you need and discover new features with just a few clicks.

What sounds a bit futuristic has now come to life! We’re talking about Alice Wonders’ newest case, this time with Itaú bank, which trusted our team to deliver activations and projects that completely changed its customers’ experience.

Today, we’ll walk you through everything that went into this very special project and show, in practice, how immersion can transform any space and make an impact in any business sector.

Enjoy the read!

Itaú Bank and Alice Wonders: a partnership that brings together experience and technology

Alice Wonders’ goal with Itaú bank went far beyond simply making things easier for customers: it was to let consumers, through these experiences, see the future and plan their dreams without limits, envisioning what could become reality in their lives.

Edson Cantelli, from Alice Wonders’ Content team, and Angela Benassi, from the Projects team, talked a bit about what it was like to plan these experiences for the Itaú team in a case that’s already available on our social media. Click here to check it out!

To help you better understand each of the activations developed for this project, we’ve laid out the details below. Take a look:

Espaço Itaú Uniclass

Espaço Itaú Uniclass was an evolution of the bank’s traditional physical space into an experiential environment. The concept combines architecture, technology, and personalized service to bring customers closer to the brand and strengthen the relationship. The core idea is to show how Itaú’s physical presence can become a more interactive and relevant experience for customers.

We took a tour of the space’s overall concept and of the branch’s transformation into a tech-driven, personalized brand experience. Click here to watch an exclusive video about this activation.

Dream Capsule

The Dream Capsule, in turn, is an immersive experience that connects technology and emotion. The goal is to encourage customers to think about their desires and aspirations and, from there, turn those desires into concrete possibilities.

The interaction works like a journey: the choices participants make shape the paths they take, so the dream stops being just an abstract idea and starts gaining momentum and direction. Click here to watch the full video about the Dream Capsule.

Jornada Decolar

Jornada Decolar uses the world of travel as a metaphor to bring customers closer to their next goals. The experience is built on the idea that there’s a difference between imagining a destination and starting to make it happen. Through the interaction, customers are invited to move beyond intention and take the first steps toward a trip or a personal project.

Itaú appears as a brand that offers benefits and tools to help customers turn that desire into a concrete possibility. Click here to see how this idea came to life!

Itaú Shop

Last, but far from least, there’s the Itaú Shop experience, which kicks off with a scratch-card mechanic designed to spark curiosity and create an instant sense of surprise. The experience then connects to Itaú Shop, the shopping space available in the bank’s app.

The idea is to create a journey that connects brand + product + benefit + physical experience, helping customers see more value in the benefits the bank offers. Click here to see how it turned out!

Alice Wonders & Itaú bank: connecting technology, space, and experience

This intersection of experience, technology, and strategy is exactly where Alice Wonders operates. More than creating visually striking spaces, we develop experiences that bring brands and people closer together, turning physical environments into relevant, interactive, and memorable touchpoints.

For brands that want to go beyond digital and build connections in the physical world as well, Alice Wonders is a strategic partner for turning technology into experience and spaces into real relationship-building opportunities.

Interested? Want to learn more about our work? Click here to get in touch with our team! We’d love to meet you 🙂

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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.