Paul Wolski
SVP/Creative Director, Miller Zell
With a career beginning in theme park design and spanning over three decades to touch financial institutions, corporate environments and retail spaces, Paul Wolski understands the transformative power of design and storytelling to activate brands and deliver experiences that communicate, captivate and create meaningful connection. Grounded in strategy and guided by pragmatic innovation, Paul’s process has led efforts to refresh and reimagine brand expression for partners like Citizens, Regions, TD, Cadence Bank, Santander and M&T Bank. Retail and experience design collaborations include Disney, Crayola, Walmart, Church’s Chicken, Unilever and Volvo.
2:00 - 2:20 PM
Wednesday May 6
Smart Talk Session: Breaking the Beige: Designing Emotionally Charged Retail Experiences that Scale (Stage 1)
While brands scale, the real challenge is growing without losing what makes your in-store experience special. This session will explore how leading retailers balance efficiency and expansion while protecting the emotional spark that sets them apart. Discover why standing out in a sea of sameness is more than a design decision, it's a strategy for relevance, loyalty, and long-term impact. Learn how thoughtful evolution can preserve authenticity, spark connection, and keep experiences meaningful as brands grow. Takeaways:
- Learn how to scale without losing brand magic
- Discover why differentiation drives loyalty
- Explore strategies to evolve without sameness