'You shouldn't feel like you're being hard-sold—you shouldn't even know you're in an advert'

On this episode of Talking Shop, we sit down with Katie Peake, Co-Founder of creative agency Backlash, to talk about the roaring comeback of brick-and-mortar retail. Katie shares how temporary spaces can completely transform a heritage brand's perception, win over hyper-savvy Gen Z shoppers, and serve as a vital tool for capturing first-party customer data.

We also get a fascinating behind-the-scenes reality check on the rise of AI-designed pop-ups , the logistical boundaries of physical retail , and how independent brands can master experiential marketing on any budget.