IW Distilled Sessions - "The New Shelf"

The shelf used to be one place: physical, fixed, built for a human eye scanning left to right. Now it's everywhere and nowhere. Split into a dozen places at once — the store, the marketplace, the feed, and increasingly an AI layer that browses, compares, and recommends without ever "seeing" a shelf at all. Consumer brands risk getting lost in the twilight zone, caught between the physical shelf they still lean on and a complex digital ecosystem that reads them completely differently. Ida-Karin Larsson, Strategy Director at IW Agency leads the conversation and initiates the session with a talk about how the shelf for consumer brands is morphing in the wake of AI and how "brand" becomes the glue that can hold it all together. 17.00 — Doors open 17.30 — Distilled Session (20 min talk + discussions) 18.00 — Drinks & Music 19.00 — Bye Bye (Bring someone you like) See you at our office. Adress: Peter Myndes Backe 16, 4th floor. Slussen. 17.00 — Doors open 17.30 — Distilled Session (20 min talk + discussions) 18.00 — Drinks & Music 19.00 — Bye Bye (Bring someone you like) ❤️