The details behind an in-person brand experience customers love

A free, private dinner for founders of DTC brands, with Alex Michaelis, co-founder of Michaelis Boyd. Part of the Third Wave launch series, a run of small dinners for founders of DTC brands. We’ve had founders from Jack Wills, Missoma, Freddies Flowers, Feather & Black, TentBox, Omlet and Piglet in Bed around our table. When someone walks into your store, pop-up or showroom, what do you want them to feel about your brand? And which decisions help create that feeling? Join us to explore the principles and tricks of the trade behind spaces customers love. We’ll talk about what your space should say about your brand, where to invest, and which details make people feel welcome and want to return. Alex’s practice, Michaelis Boyd, reimagined Penhaligon’s Regent Street flagship and designed Rough Trade’s Nottingham shop with space for live music. The studio worked with Soho House on Soho Farmhouse, designed apartment layouts and interiors at Battersea Power Station, and designed interiors for Moxy Lower East Side in New York. Drawing on that experience, Alex will share how he decides what customers should notice first, what helps them feel comfortable enough to stay and explore, and which details are worth spending on. Whether you already have a physical space or are considering one, you’ll leave with a clearer view of what to prioritise and how to judge the ideas put in front of you. Over good food, bring a question or a decision you’re working through and compare notes with people carrying similar responsibilities. Why we created Third Wave We’re living through the biggest shift in how people discover and buy since the internet. It’s changing how brands have to operate, and no business can afford to test every approach alone. We created Third Wave to bring founders together to navigate that, founder to founder, at a small private table with no selling, under the Chatham House Rule. Our dinners bring peers together to talk openly, learn from each other’s experience and build relationships beyond a single evening. Johan Quintus hosts the dinner. He has spent 17 years in product brands, from M.i.h. Jeans, which sold wholesale internationally as well as online, to leading the international arm of UNTUCKit’s 95+ store business. Join the table for practical insight into bringing your brand to life in person and an open conversation with people facing similar decisions. Places are limited to founders of DTC brands.