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design innovation roundatable

A remarkable brand experience is all about exceptional design. A roundtable discussion featuring Mark Crumpacker of Chipotle Mexican Grill; Scott Moffitt of Nintendo, America; Sheryl Adkins-Green of Mary Kay; Jay Gillespie of Fiskars; and Randall Stone of Lippincott.

How do you see the role of design in the brand experience?

Mark Crumpacker: Every aspect of the brand experience should be designed. This would include everything from interactions with prospective customers and the marketing, all the way through to the experience at a Chipotle restaurant. The music, the seating, the packaging — we design every single bit of it as carefully as we can.

It’s always been that way at Chipotle. Steve Ells, our founder, studied art history at the University of Colorado and then went to cooking school. He designed the first restaurant and built it out of things he could find at the lumberyard. He used exposed conduits for the lighting fixtures and bare bulbs, plywood, corrugated metal, and so forth. Design is something that Steve has always been keenly interested in, so it started from the very beginning that way. continue


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