Jon StojanIf you asked Yundi Wendy Zhang what she does for a living, she might pause for a moment. “Experiential Design Lead is my job,” she’d say with a hint of a smile, “and I make experience-based artworks as well.” The truth is, Zhang defies easy categorization, much like the immersive brand experiences she creates.
Based in Los Angeles by way of Hong Kong, Zhang has become a rising star in the experiential marketing world, blending architectural precision with cutting-edge tech and a dash of artistic flair. It’s a combination that’s led her to work on projects for notable brands like Nespresso’s Vertuo 10th anniversary at the One World Trade Center, Pinterest at CES 2024, and Bloomberg Green Festival: a multi-day climate event in Seattle, while also leading her to be featured in various publications such as Elle Decor, Shoutout LA, Campaign US, Voyage LA, and various others. Her talents have also made waves in the art world, with her artwork being showcased at prestigious venues from the Venice Biennale to K11 Art Gallery.
Photo credit: Wendy Zhang
“I used to be an architect,” Zhang explains, leaning back in her chair. “In the architecture industry, I worked on single projects for multiple years, for relatively niche audiences. I found myself drawn instead to shorter-term projects and more public-facing work; experiences that could be directly accessed by the general public.” This desire to connect with audiences on a cultural level led her to make the leap into experiential marketing.
It’s a move that’s paid off. Zhang’s architectural background gives her an edge in an industry where details matter. “I pay attention to things like how to accurately translate a brand’s identity and image, into the design of three-dimensional space and the creation of guest experience journeys,” she says. Take the launch party for Rabbit’s AI device R1, for instance. Held at the iconic TWA Hotel in New York City, the event was a masterclass in blending innovative tech with thoughtful spatial design. Zhang was the Experiential Design Lead on the project, truly showcasing her ability to integrate interactive technology with scenic, lighting and branded environment design, to create moments that resonate within and beyond the physical space. The event was a resounding success, with the livestream hitting a whopping 8.3 million views.
Photo credit: rabbit, Invisible North
“Storytelling is key,” Zhang emphasizes. “You need to make sure that the design of the experiential touchpoints, the guest journey, the color and material palette of the space, and the multi-sensory engagement design, target a specific audience, whether that’s Gen Z consumers, business c-suite, children or young professionals.” It’s this audience-first approach that’s made her a go-to designer for brands looking to make a splash.
Zhang’s recent work at FWB Fest 2024 really showcased her talent for putting the audience first. This blockchain bash was where she led the experiential design of the Stellar Development Foundation’s new campaign, “Build Better with Stellar.” The experience she created was not just a showcase for Stellar, but also a community-driven brainstorming session that engaged the public. She created a unique interactive space where the crypto community could contribute ideas to improve Stellar. “It was about getting the audience involved.” Zhang’s approach killed two birds with one stone: it got people talking and gave Stellar a goldmine of fresh ideas. It’s exactly the kind of thing that sets her apart in the fast-moving world of experiential marketing. She is always finding new ways to make it matter to real people.
But Zhang’s not content to rest on her laurels; her work isn’t limited to the commercial sphere. She also applies her experiential design skills in the art world, exhibiting work that explores the intersection of art and technology. “I create immersive art experiences that are thoughtfully designed for diverse groups of audiences,” she says, her eyes lighting up. “Physical spaces where art and technology are thoughtfully integrated, crafted with the purpose of embedding them within the cultural contexts.” The art world gives her space to be more experimental with her experiential design skills, incorporating emerging technology and creative media. “I’m passionate about using my experiential design skillset to create immersive artworks, incorporating the latest developments in technology” she says.
Such a unique approach to art has brought Zhang success and recognition. Her AI fashion film installation “Future Couture”, where she used bespoke AI to speculate on future aesthetics and fashion trends, was exhibited at the K11 Art Festival alongside artists such as Daniel Arsham and Stefan Sagmeister.
Photo credit: K11, Youth Digital Group
Looking ahead, Zhang sees herself creating more projects that blur the lines between art installation and brand experience. “I’m inspired by spaces like teamLab and Meow Wolf,” she says. “I want to create experiences that make you laugh and think, moments you overhear people talking about in a bar.”
As our conversation winds down, it’s clear that Zhang is just getting started. With her unique blend of architectural know-how, technological savvy, and artistic vision, she’s well-positioned to shape the future of experiential design. “It’s about creating moments that truly connect,” she says, summing up her philosophy. “Moments that enable action.”
In an industry that’s constantly evolving, Yundi Wendy Zhang is not just keeping pace—she’s setting the tempo. Whether she’s crafting a brand activation or an art installation, her work continues to push the boundaries of what’s possible when technology, design, and imagination collide. And if the past is any indication, we’ll all be living in Zhang’s world sooner rather than later.