Fashion brands must now define and create meaningful physical experiences that create value beyond their product or service. In this course, we will consider how fashion brands use physical experiences as marketing and branding tools; and how to design a multi-sensory branded spatial experience. Students will explore theoretical perspectives in branding; brand experience design; creative direction; and marketing. Students will then analyze the impact of physical space using experience frameworks and related case studies, as well as site visits and insights from industry speakers.