The ‘Curator Mode’ principle explores how brands can embrace that mindset, shifting from storytellers to facilitators and inviting their communities to shape the narrative together, building trust through shared authorship.

According to recent studies, 81% of consumers say brands that collaborate with their audience feel more authentic, while 86% say they’re more trustworthy. That’s a major unlock for building deeper emotional connections.

However, while collaborative products are becoming commonplace, truly co-authored spaces remain a rarity. So how do brands create room for participation without losing direction?

Here’s what came up in the conversation.

Co-creation works when values set the boundaries

StudioXAG founder Gemma Ruse opened the session by asking the big question: How does a brand maintain its voice while inviting others in? It sparked a lively debate on how co-creation can remain intentional without becoming chaotic.

“It’s not about giving over creative control entirely, that might invite chaos”, explained Daniel Wigham, Strategy and Sustainability Lead. “But setting clear guardrails ensures everything still feels intentional.”

He pointed to Coachtopia, the circular sub-brand launched by Coach in 2023, as a bold example of value-led collaboration. “They invited their Beta Community of Gen Zers to help shape the brand from day one. Products, messaging, campaigns – all influenced by real people. But it still felt unmistakably Coach, because it was grounded in the brand values of playfulness, creativity and accessibility.”

It’s a model of curated collaboration, empowering customers to contribute while keeping the brand’s identity intact.

Spaces need to be modular, not just customisable

While co-creation is evolving rapidly in product design — think Nike By You or adidas’ custom trainers — co-authored spaces are still lagging behind. The difference, as Robert Thiemann put it, is in the level of true participation.

“You showed some great examples,” he said, “but most of them revolve around product. A genuinely co-created space is rare.”

He referenced a Muji installation at a trade fair, where visitors could take away individual boxes, each one physically dismantling the structure over time. “Was it co-curated? Maybe. But it pushed the idea of participation into something spatial and powerful.”

Robert believes that for a space to feel co-authored, it has to be modular and come with a brief – an invitation to act. “Like Lego, people need the building blocks and the context to create something of their own.”

Participation needs purpose, and people to spark it

Kathryn Bishop, insights specialist, highlighted the importance of facilitation. “What’s the purpose of the co-creation? Is it to inspire, to delight, or to learn how your customers want to engage?”

She noted how store design is evolving to meet different needs at different times, especially as physical footprints shrink. “We’re seeing more spaces operate like showrooms, with the purpose shifting throughout the week. That’s where modularity becomes key.”

She cited Golden Goose in Italy as a great example, where a real workshop bench sits at the centre of the store, inviting visitors to customise their own shoes. “It’s a spectacle,” she said. “And it encourages other shoppers to join in.”

Robert agreed, adding that events are often the most effective way to activate co-creation. “Give people something to do, together, and you create a shared experience that can change a product or a space.”

And behind it all, there’s often one vital role: the Community Manager. “Someone to activate the space,” said Robert. “Because visitors won’t always do it on their own.”

Key Takeaways

• Co-creation builds trust, relevance and loyalty, but only when the brand’s values guide it
• Modular design fuels participation, giving visitors the tools, not just the stage
• Participation doesn’t happen by accident, it needs space to thrive and people to activate

How could co-creation empower your customers?

Explore all three principles shaping the future of brand experience, download the full New Cultural Horizons report below.