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How To… Tell Stories in Physical Spaces

Nathan Watts, creative director at FITCH, WPP’s retail and brand consultancy, explains how using a space to tell a story can be the way to a consumer's heart.

I love a good story, but I love telling a good story even more. My skills as a verbal storyteller are still some way off perfection, ask my kids. More often than not they demand a kind of free-form story.

I’m trying to embrace the art of improv, of seeing where the story takes me. Sometimes I end up down a rabbit hole, but on occasion, I manage to latch onto a strong thread…to continue reading please subscribe now

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