Molly Sonsteng and Sam Utne are co-founders of Madcap Factory, a creative studio that designs amusingly eccentric experiences for brands, organizations, and communities. Sonsteng and Utne explain Inconspicuous Games, their secret version of capture the flag played in venues like Grand Central Terminal and Mall of America, and how property owners can use play to activate space without disrupting daily operations. They also cover layered revenue, the Minneapolis Activation Lab, and why people are craving community in physical spaces.
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