Successful customer-brand relationships continue to demand greater degrees of authenticity from each interaction. Those exchanges allow a brand to speak for itself. When done successfully, the customer takes away an experience or artifact that is gladly promoted. Designing experiences that confirm, deepen and pivot on that relationship means greater understanding of a brand's behavior. A recent article in Inc Magazine about the work of Partners & Spade puts this into focus through the case studies of J Crew's Liquor Store experiment and Warby Parker's physical retail channels. Experience design is at the heart of those successes and includes both physical and digital integration.