On Board Experiential

08/07/2025

At OBE, every brand moment is mapped with intention. From first impressions to final takeaways, every element is designed to guide movement, shape emotion, and elevate the experience.

In our latest edition of , Associate Design Directors Emily Pasternack and Lauren Loo share how to design for flow, accessibility, and impact—and explain why spatial thinking should be at the core of every strategy.

🔗 Quick 4-minute read: https://www.obexp.com/post/foot-traffic-to-flow-state-080525

Explore how floor plans become powerful tools for shaping movement, maximizing impact, and telling spatial stories. OBE’s Associate Design Directors break down the types, tactics, and empathy-driven strategies behind best-in-class experience design.

07/31/2025

In honor of National Intern Day, we're spotlighting OBE’s Summer League 2025. 🎓

Our incredible interns are in the thick of it—diving headfirst into the world of experiential marketing. From supporting client events to bringing fresh thinking into creative brainstorms (with a few laugh-out-loud moments shared), they’re making this summer one to remember.

Click below to meet this next generation of experience makers:

🔗 https://www.obexp.com/post/a-national-intern-day-celebration-073125

WayUp

Get to know the bright, curious, and bold interns of OBE’s Summer League 2025. In celebration of National Intern Day, we’re spotlighting their stories, passions, lessons learned, and unforgettable moments in the world of experiential marketing.

07/29/2025

Our CEO and CGO sat down for a Cannes(did) conversation after returning from the Cannes Lions International Festival of Creativity to talk about the trends that stood out, the brand activations that inspired, and what it all means for the future of brand marketing.

Click below to read the full Q&A:
🔗 https://www.obexp.com/post/cannes-lions-2025-takeaways-072925

OBE’s CEO and CGO share bold insights from Cannes Lions 2025 in this Q&A—covering AI, brand experience, sensory design, and industry trends.

06/25/2025

What does it really mean to build inclusive experiences?

This Pride Month, we were honored to learn from Ash Ramirez (they/elle/Papi)—a powerful DEI strategist, speaker, and drag king (aka Papi Culo)—who reminded us that inclusion is a daily practice. A choice. A commitment to showing up for one another—at work, at home, and in our communities.

Ash shared lived wisdom and practical tools to help us deepen our awareness, interrupt bias with care, and create spaces where LGBTQIA2S+ people feel seen, heard, and truly supported.

At OBE, we are people first—which means investing in each other, learning out loud, and always striving for better. Thank you, Ash, for showing us how to practice inclusion with intention, joy, and courage—365 days a year.

🔗 Dive into key takeaways from our session with Ash—now live on our website. https://www.obexp.com/post/pride-in-practice-061725

🏳️‍🌈🏳️‍⚧️

DEI strategist and drag king Ash Ramirez shares practical, year-round strategies for conscious inclusion—helping brands and workplaces go beyond statements to true LGBTQIA2S+ support.

06/10/2025

From race prep and packet pick-up to a 13.1 mile journey to the finish line, OBE helped bring After Dark Los Angeles to life alongside Nike LA and agency partners — delivering an unforgettable course experience to nearly 15,000 runners.

06/06/2025

Leading up to the first shoe crossing the start line of Nike’s After Dark Los Angeles 13.1, the energy has been building across the city for months.

Building community before the starting line, OBE partnered with Nike LA to bring to life — an immersive fitness and retail takeover that became part of her training journey, centered around movement, recovery, and meaningful connection. From a red-lit recovery flow to curated product storytelling, we helped spark momentum and deepen brand affinity ahead of race day.

Now, that momentum carries forward. You’ll find our team at packet pick-up, at the start line, on-course, and at the finish line this weekend — helping Nike meet runners with purpose at every step.

06/05/2025

Smart brands are transforming try-ons into loyalty moments.

From phygital tech and slow-mo skate trials to sensory pods and TikTok-ready styling suites, brands are reimagining the try-on as the moment that makes (or breaks) a sale.

So what does the next generation of fitting rooms look like?

We break down the top trends — and share some ways that OBE has already brought them to life for brands like Nike, Allbirds, and more.

🔎 Dive in: https://www.obexp.com/post/finessing-the-fitting-room-experience-060525

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From phygital tech and sensory pods to social-ready styling suites, fitting rooms are evolving into immersive, conversion-driving brand experiences. Discover the trends shaping the future of retail — and how brands like Nike and Allbirds are already leading the way.

06/04/2025

The 24.7 mindset doesn’t pause—and neither did we.

To build hype around the newly launched Nike 24.7 Collection, we brought an intimate, lifestyle-forward trialing experience to DICK'S House of Sport in Knoxville and Boston—designed to mirror the rhythm of the collection itself. From personalized styling sessions and curated fitting zones to custom embroidery and pro-level photo ops, every moment invited everyday athletes to feel, flex, and live 24.7.

These BTS snapshots capture the real magic—the try-ons, the posing lessons, the styling hype, and all the bold energy that proves 24.7 isn’t just a fit. It’s a lifestyle.

Case study available here:
https://www.obexp.com/project/nike-247-collection-launch

DICK'S Sporting Goods

05/29/2025

Everyone deserves to feel welcome.

In honor of Global Accessibility Awareness Day, we invited Tricia Downing—Paralympian, speaker, and disability advocate—to lead a powerful session for our OBE team on designing for dignity, access, and belonging.

Her message? Accessibility is the baseline. Inclusion is the goal.

Explore our top takeaways and how we’re striving for better at OBE:
https://www.obexp.com/post/designing-for-dignity-052925

Explore Tricia Downing’s DUX model and how inclusive design can create dignity, access, and belonging for all. Lessons for brands, agencies, and creators.

05/20/2025

Big wins on and off the field 🙌

The New York Jets NFL Girls Flag League just wrapped another standout UK season with the largest-ever girls’ flag Championship — and our London team was proud to bring it to life.

🏈 6 weeks
🏫 28 schools
👟 300+ girls
🏆 1 historic three-peat from Ealing Fields High School

Shoutout to the New York Jets and presenting sponsor Nike for their commitment to growing the game across the UK and Ireland. With Flag Football set to make its Olympic debut in 2028, the future is bold.

From first-time players to seasoned standouts, the energy on the field was electric — a powerful reminder of why this sport is capturing hearts across the globe.

We’re proud to help expand the sport’s global footprint through inclusive, high-impact experiences.

Best of luck to Ealing Fields as they go on to represent the United Kingdom in the Continental NFL FLAG Series later this year 🇬🇧

Olympics LA28

05/14/2025

LIGHTING IS THE MAGIC YOU DIDN'T KNOW YOU NEEDED.

From emotional tone to problem-solving superpower, lighting is one of the most versatile tools in experiential design.

In our first edition of , Senior Technical Director Rob Kerwath and Creative Director David Fertik share how to design WITH light—not just around it.

🔦 Why lighting should be in the room from day one.
🔦 How to use color, texture, and movement to shape mood and focus.
🔦 Real-world example: when uplights saved the day.

🔗 https://www.obexp.com/post/illuminating-the-possibilities-050625

05/13/2025

Three decades in the making.

To mark 30 years of designing experiences that move people and move the needle, we’re opening the vault.

is a new content series revealing the layered learnings and battle-tested insights that have shaped our creative thinking, problem-solving muscles, and passion for pushing what’s possible.

⚪ Formed by experience
⚪ Polished by collaboration
⚪ Designed to inspire what brand experiences can do next

1st Pearls of Wisdom dropping tomorrow:

💡 LIGHTING: The magic you didn’t know you needed.