Physical Activations Still Win Hearts in a Digital World

Screens dominate the way fashion brands reach customers today, but the moments that truly stick tend to happen offline. That's the central idea explored in a new interview with Katie Peake, Co-Founder of brand experience agency Backlash, published by TheIndustry.fashion.

Sunglass Hut Activation - Covent Garden 2026 - Backlash

Peake has spent over 15 years in experiential advertising, watching pop-up culture go from niche to mainstream. In the interview, she explains that the real challenge for brands today isn't getting people through the door — it's making sure the experience once they're inside actually stands out. With activations now everywhere, Backlash's approach has been to lean harder into creativity, aiming to spark genuine wonder rather than just a photo opportunity.

The conversation also digs into what sets Backlash apart from other agencies in a crowded field, and how the team thinks about experiential retail as more than a marketing tactic. Done well, Peake argues, physical activations can solve real commercial problems for a brand while opening up entirely new ways to connect with shoppers — something that's especially resonant with younger, experience-hungry consumers.

It's a timely read for anyone thinking about how to make a brand feel human again in an increasingly digital landscape, and a great showcase of the creative-first thinking that goes into every Backlash project.

Read the full interview on TheIndustry.fashion: Backlash's Katie Peake on why experiential retail matters to fashion now more than ever