Katie Mitchell's Now/Next in brand environments.

Katie, thanks for chatting with us today.


First question—where are you right now? 

I’m at home in East London as it is a Friday and myself and the team work remotely on Mondays and Fridays. It's a covid ‘hangover’ but having one or two days from home really helps when you have that pressing deadline, strategy to perfect, budget to build, client contract to read (insert relevant wording here!).


Tell us a little about yourself and your work.

I’m a creative at heart that also enjoys numbers 🙂 I spent a lot of my early career working in house with global brands, supporting how they creatively showed up across the physical retail space.

In 2016 I joined creative agency, Seen Studios. I became Managing Director in 2018 and have looked after the agency ever since. I absolutely love it and feel very lucky to be following my dream career. It hasn't been easy and I have had to work hard to get to where I am today, but I am a firm believer that you get out of life, what you put in.

Seen Studios is a global creative and production agency, working with brands on how they show up across the physical and digital landscape. We work with brands such as Nike, Converse, Meta and Selfridges and support their global brand messages. We are based in Shoreditch, London, but you can often find us overseas, whether that be in New York for a new store opening or in Milan, soaking up the delights of Salone del Mobile.

I am also a Mum of two amazing children who keep me on my toes alongside the above!


What we love most about Seen Studios is how you view traditional brand activations through a creative retail lens. Why is it so important for brands to connect the dots between creative and commercial spaces? 

This can often be a big topic for discussion! Especially between internal brand teams; the people that hold the purse strings and then the brand and creative directors that are trying to push the vision. Ultimately creativity enhances customer experiences by ensuring that spaces live and breath, this is a big leading factor for driving better commercial results. By aligning creativity with business goals, brands can use data to fuel targeted campaigns, maximise ROI, and innovate while staying commercially relevant. Win, win.


What are the cultural influences shaping customers' expectations of brand experiences right now?

At Seen studios we talk a lot about connecting brands with communities, and how by defining, celebrating and staying relevant to your audience, you are not only strengthening loyalty but you are becoming more than just a ‘retailer’. 

Customers seek brands that align with their values and needs. That can be anything from social and digital connectivity through to values around sustainability, environmental and ethical practices. Additionally, the demand for authenticity is high. People no longer want to be sold to, they want to feel like they are connecting with authentic and personable brands that feel familiar and trusted.


With Gen Z consumers being chronically online, how can brands activate their retail spaces to meaningfully connect with this audience?

Brands need to champion immersive, experiential environments that blend physical and digital experiences. 

Social currency is a key factor for maintaining Gen Z’s attention, and ensuring that retail stores are interactive and shareable. Whether this be a beautifully designed space providing the perfect backdrop for a group of friends ‘get ready with me’, all the way through to integrating more tech-driven elements like AR mirrors, personalised digital screens, or gamified shopping experiences.

We recently designed the new London flagship store for Astrid and Miyu, the jewellery brand that is making waves globally. Born on social media, it has successfully broken into the physical retail world by staying close to its community and creating spaces that you want to spend time in through awe moments in store, on point services and perfected customer service.


Seen Studios x Astrid and Miyu -  Carnaby Street, London.


We loved your brilliant Nike X Footlocker activation in Paris during the Olympics. Whether it’s two global entities joining forces or big brands partnering with smaller independents, what role do collaborations play in building community connection and creating standout brand experiences?

Collaboration is such an important factor when it comes to building retail strategies. Collaborations can enhance campaign stories, help reach new audiences and bring a brand closer to a particular market or location. We often collaborate with localised vendors when wanting to intensify connections between brands and the local consumer. Collaborations can also create global kudos or help brands break into a new demographic.

Brand collaborations are not new, but I feel like brands are becoming braver with who they partner with. Palace Skateboards thrive off of collaborations- everything from Stella Artois through to Vivienne Westwood, they have all sold out. These play into cultural relevance and bring fun into commerciality. 


We read a post of yours that said, "often our best buys come with a memory." That really resonated with us. We'd love to know—what advice would you give a new brand looking to build memorable community experiences from the start?

Understand your audience, and work out how they like to communicate. Ultimately we want brands to communicate with their consumers just like a ‘person to person’ relationship. Humanised brands tend to leverage loyalty a lot sooner than those that don't invest in the upfront research and insight that can really help mould a brand's DNA. 

Build a community by creating spaces, whether online or in-person, where customers can connect with each other and the brand around shared values. Host interactive events, foster conversations on social media, and listen to feedback to make people feel involved. We do this alot for Nike throughout the UK and Europe, whether it be exclusive Dance events or activations that encourage play, they are leaders in cultivating memorable retail moments.

Seen Studios x Nike Air Max Day in House of Innovation, Paris.


Seen Studios was awarded B Corp status—an incredible achievement. What does this recognition mean to you as a leader, and what is the broader benefit to your clients?

Circular design and sustainable practices has always been at the heart of the agency and our projects. Achieving B- Corp certification means that our dedication to sustainability, ethical practices, and positive impact isn’t just words on paper—it’s woven into the very fabric of who we are and what we do. From the projects we undertake to the way we run the studio...we aim to be as conscious as possible. 

It was 18 months of prep and assessment of the certification, so I feel really proud to say we are now officially certified! I'm excited for what is next for us on this journey?


As you look ahead, what excites you most about the future of experience-led retail?

I'm really excited about how retail spaces are evolving into places that go beyond shopping. Digital Innovations and sustainability-focused concepts will transform retail into more engaging, community-driven environments.

Seen Studios x Acne Studios - Greene Street, New York.


If it all worked out better than you imagined, where would Seen Studios be five years from now? 

Seen Studios would have grown further and we would have multiple offices globally (ideally one by a beach with more sun!). We would be known for our innovative approach to retail design and perhaps we would have just designed a new Celine store (dream client!). 

If this chapter of your life had a name, what would it be?

Blink and you will miss it!

I can’t catch up with myself and the speed in which life is travelling at times. I'm enjoying the ride, but it's fast!


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