Brands that fail to evolve risk becoming irrelevant. Growth today requires constant clarity around what is next, not just optimisation of what already exists.
Steve Jobs famously said, “A lot of times, people don’t know what they want until you show it to them.” He understood this through practice, spending time in stores, studying behaviour, and obsessing over how people interact with products in the real world. That principle matters more than ever in a fast-moving, unpredictable environment.
This is exactly why we created our business immersions.
We take clients directly into the field, into the spaces where industries are being shaped in real time. These are not presentations or frameworks. They are structured, high-intensity, real-life experiences designed to accelerate understanding, unlock perspective, and create clarity quickly.
Clients step inside the worlds they are trying to enter. They meet the people building them. They observe how value is created, expressed, and sold at the highest level. The result is not inspiration alone, but direction.
I am delighted to share a recent immersion that helped a client refine her vision, sharpen her strategy, and define the next stage of her brand transformation.
Matakana Estate and stepping into retail
It is not often that we receive an email from New Zealand. So when this one arrived in our inbox, we were immediately intrigued. Chrissy Lu is a Chinese entrepreneur living in New Zealand and the owner of Matakana Estate, the largest vineyard estate in Auckland. The business was in transition, and she reached out to us for clarity on the future rebrand and repositioning of her estate. From the beginning, she expressed a strong interest in the fashion and art sectors as she explored ways to expand her brand into retail. She wanted to learn everything about product development and also learn ways to support local artists in New Zealand. Her goal was to learn how to collaborate effectively and strategically with creatives.
At Yulan Creative, we specialise in combining strategy with immersive real-world experiences that help brands connect with the ideas and possibilities that Chrissy’s end goal aligned perfectly with. We designed a bespoke six-day strategic immersion, spanning London and Milan.
This experience was carefully curated to place Chrissy inside a different vision so she could define what her brand represents. The immersion provided an opportunity to observe how leading brands, galleries, institutions and retailers create memorable experiences for their customers and articulate a compelling brand position.
The guided trip began with an early morning start outside Selfridges, a natural starting point in Central London.
Learning from the retailers
The first day focused on how sophisticated retailers guide clients through a journey of touch, interaction, and discovery. We explored how retailers communicate provenance and how boutiques use their physical spaces to strategically position themselves in the market.
We explored the West End and visited selected stores on Conduit Street, Bond Street, Clifford Street, South Molton Street, a mix of independent and flagship businesses. The goal was to observe how the very best retailers operate and create unforgettable customer experiences.
Different areas, different audiences
The second day began at the V&A. I took Chrissy there to show her how a retail environment within a cultural institution can present itself with clarity and refinement. Each product is curated with intention, creating a defined buying identity for visitors.
We then moved to Cork Street and Piccadilly to focus on art galleries and creative institutions. Chrissy observed how the Royal Academy and bookshops like Assouline design spaces so clients immediately understand what the brand represents.
Later, we visited Spitalfields and the East End, including Shoreditch and Clerkenwell, to demonstrate the contrast between the heritage elegance of the West End and the contemporary energy of East London. It became clear how location, audience and context influence design and brand experience.
That afternoon, we arranged a meeting with an experienced London gallerist. Chrissy wanted to understand how to source and collaborate with artists, pricing structures, margins, commercial feasibility, and how galleries use physical space to communicate their vision and values.
An elevated business strategy
The third day was dedicated to business strategy. I worked with Chrissy in her Camden apartment for a full-day strategy workshop. We focused on her ambition to evolve Matakana Estate into a fully immersive destination experience.
She explored expanding her product and accessories line, what a realistic roadmap might look like, and the people, skills and internal structure required to deliver at a premium level. The session translated the vision into a tangible execution framework.
Moving the immersion to Milan
Chrissy’s immersion continued in Milan, the centre of design and luxury. We travelled specifically to attend Salone del Mobile because her concept for Matakana Estate was starting to take shape, and she wanted direct exposure to suppliers and inspiration. There is no better platform than the world’s most important furniture and interior fair.
I arranged access to the trade fair, and we began early, exploring the vast exhibition halls with focus and purpose. We examined colour, lighting, texture, and materiality while meeting exceptional suppliers. Chrissy was able to experience and assess trends at the highest level, helping her visualise how these concepts could influence her own business back in New Zealand.
Later, we returned to the centre of Milan and explored the Brera district, continuing Design Week activities. We attended selected satellite exhibitions, paused for cocktails in the backstreets, and finished the day with dinner at the iconic La Torre di Pisa.
Lake Como and visiting one of Italy’s leading silk producers
We rose early and transferred to Lake Como. I arranged a private meeting for Chrissy with one of Italy’s leading silk producers, a supplier to Chanel, Louis Vuitton, and Dior.
We toured the facilities and observed their commitment to technology and sustainability in production, a significant evolution from traditional methods. Alongside the modern operations, we were granted access to decades of archives, providing a remarkable insight into heritage and design continuity.
Lunch followed at Villa d’Este on the shores of Lake Como. I wanted Chrissy to experience the orchestration of hospitality at the highest level. She witnessed the attention to detail, the quality of service, the care in presentation, and the sense of welcome that together create an unforgettable branded experience.
We returned to Milan and attended satellite events during Design Week. We explored exhibitions in Brera before attending JJ Martin’s La DoubleJ presentation, where her new ceramics homeware collection was revealed.
Hospitality and brand elevation
The final day focused on how luxury hotels in Italy curate atmosphere and brand positioning. We attended the Armani Casa opening and toured several of Milan’s most iconic hotels.
Chrissy gained insight into how each brand interprets elevation through design, service, lighting and spatial rhythm. The afternoon included visits to smaller curated spaces, such as Corso Como 10, to examine how precision and clarity in positioning allow retailers and brands that use physical space to create extraordinary client experiences.
The day concluded with a Design Week pop-up by the acclaimed Milan restaurant Yapa, blending Italian, Japanese, and Peruvian cuisine in an industrial warehouse setting. This event exemplified how temporary spaces can deliver permanent brand impact.
Chrissy’s six-day strategic immersion ended with a clear understanding of what is possible and how Matakana Estate can evolve into a fully realised, experience-led luxury brand.
Working with Joanne at Yulan Creative was an unforgettable experience. In London, the bespoke tour and business strategy workshop provided deep insight into how fashion brands operate, while carefully curated visits to art galleries, museums and retail outlets offered inspiration and practical understanding. Milan’s itinerary included the Salone del Mobile trade fair, a private tour of a world-class silk printer in Como, visits to luxury hotels and retail outlets, and an exclusive communal dining experience with chef Matteo Pancetti. Each day provided equally valuable creative and strategic insights. Joanne’s formidable network of experts, meticulous planning, personal attention, and ability to connect experiences to meaningful business learning made both trips inspiring, immersive, and invaluable to the development of my brand concept. I would absolutely recommend her to anyone seeking a thoughtful, personalised, and high-impact experience.
— Chrissy Lu – Owner of Matakana Estate, New Zealand
Are you ready to get out and experience what your brand could look like? Read about our Bespoke Business Immersions on our website.
Joanne Yulan Jong is a Creative Strategist, Fashion Writer, and Author of the bestselling book THE FASHION SWITCH ‘The New Rules of the Fashion Business’. She has been invited to be a regular columnist for WWD magazine.
