Brand experience (BEx) is the essence of how companies forge deep, lasting connections with their audience. As a strategic form of experiential marketing, it bonds customers to the business by linking people to intent. It embodies an organization’s core purpose, shaping every interaction and perception across physical and digital experiences. Overall, BEx what a brand looks like, how it feels, how it lives and how it leaves a lasting impression—all at once.
This article brings together the voices of our New York brand, strategy and design experts to showcase their perspectives on brand experience in workplace design across the city.
In New York, our BEx team approaches every project as a chance to craft environments that nurture belonging, ignite purpose and bring a company’s identity to life in a way that’s both authentic and unforgettable.
Our clients entrust us with their brand, allowing us to explore and sometimes create something entirely new—something bold, unexpected and deeply resonant. It’s a responsibility we carry, reimagining their brand through a fresh lens, revealing dimensions they may never have seen before.
Mastercard, Budapest 
PayPal, San Jose 
McDonald’s, Hong Kong BEx touches on the fundamental purpose of an organization and reimagines how it interacts with the rest of the world.
Abbey Melsheimer, Associate Director – Brand Experience, M Moser AssociatesBrand experience is more than an identity or an interaction — it embodies a company’s meaning, mission and values. As Grant Christofely, Director of Workplace Strategy, explains, “The highest performing organizations are thinking beyond function when they design their workplaces. They’re concerned with both the tangible and intangible, creating a holistic experience for employees, clients and visitors. BEx is the soul of this experience, breathing life into every corner.”
We blend graphic and digital design with physical space, ensuring every touchpoint reflects our client’s purpose and vision. Whether designing for a hybrid workplace, an innovative research hub, or an executive suite, the experience of those spaces should elevate, engage and inspire.
From digital experience and wayfinding systems and to immersive installations, the branded environments we create transform a company’s ethos into a living, breathing reality.
This integrated LED façade enables the visual transformation of an entire structure. New York is a city defined by its energy, ambition and diversity. It requires a type of storytelling that resonates through drama, contrast and sensory depth. Design experiences should evoke the right emotions at the right moments.
Our experience in New York workplaces has revealed that emotional engagement is essential in crafting brand narratives that can be seen and heard above the crowd. From the moment an employee or visitor steps into a space, their journey should feel intentional—whether stimulating excitement, inspiration or a deep sense of belonging.
Here are a few ways we achieve this through our workplace design and brand experience services:
Branded environments: We integrate a company’s identity into the physical space, using colors, materials and messaging that reinforce culture and values.
Sensory design: By incorporating texture, lighting, sound and even scent, we create immersive spaces that heighten emotional engagement and deepen the experience.
Dynamic storytelling: Every touchpoint within a workplace—a feature wall, digital display or interactive installation—can tell a compelling brand story that resonates with employees and visitors.
Wayfinding with purpose: Our intuitive navigation systems not only guide movement but also reinforce brand identity and are integral to the spatial design.
Interactive digital experiences: We bring spaces to life through motion graphics, AR/VR installations and smart technology that personalize interactions, amplify engagement and provide future flexibility.
Flexible and adaptive spaces: Designed to shift with needs and moods, environments can support different work modes, from high-energy collaboration zones to quiet retreats for focus and reflection.
Cultural and local relevance: We infuse local culture into our designs, ensuring each space reflects the company’s identity and the vibrancy of its location.
Strategic use of contrast and drama: We play with light, shadow, scale and movement to create visual impact and emotional depth.
Purposeful first impressions: From the lobby to key transition areas, we curate experiences that immediately spark inspiration, excitement or a sense of belonging.
Artistic expression: Custom murals, curated art collections and sculptural installations bring emotion and storytelling into the workplace, reinforcing brand heritage and values while supporting the local art community.
Hospitality-infused environments: We create welcoming, hospitality-driven spaces—cozy lounges, café-style hubs and concierge-like experiences—that enable connection, comfort and ease.
This slip-casted, hand-painted ceramic installation was conceptualised by M Moser and crafted by local ceramicist Tanvi Arora. 
More than ever, the role of the office is being evaluated in tandem with the broader mission of the organization. A thriving workplace is guided by intention. It is purpose-driven and helps promote a collective sense of purpose.
“The most impactful brand experiences are rooted in an organization’s core purpose—bringing people together in a space that expresses its mission and values,” says Raquel Sachser, Director of Design at M Moser Associates. “When a workplace is designed with that intention, it becomes a powerful extension of the company’s identity, strengthening both engagement and motivation.”
Many New York companies are setting new benchmarks for brand experience innovation, often integrating hospitality-driven design and community-oriented environments to attract and retain talent. Our recent projects with CPC, Adobe, HSBC and a confidential tech client showcase how cutting-edge design and technology come together to create unique experiences.
Our workplace design for the Chinese-American Planning Council (CPC) places community at its core. It acts as a catalyst for community engagement, support and re-evaluates what a non-profit space is supposed to look and feel like.
Adobe’s Times Square and Union Square locations draw inspiration from the company’s own creative tools, translating digital aesthetics into immersive, interactive environments—offering an experience that feels like stepping inside Photoshop itself.
HSBC's Hudson Yards HQ leverages technology to build a smart workplace, integrating interactive displays to highlight sustainability achievements and corporate initiatives. 
Our immersive brand experience for a confidential tech client captures the ever-evolving nature of their market and industry through installations such as a digital, ultra-high-definition LED wall. New York’s workplaces are constantly pushing boundaries, seeking new ways to integrate cutting-edge technology. However, innovation is not just about adopting the latest digital tools—it’s about reimagining existing technologies in novel ways. Custom digital displays, interactive media walls and AI-powered personalization are reshaping how brands communicate within their workplaces.
Brand experience is evolving alongside sustainability and ethical considerations. Material choices, environmental impact and long-term flexibility are now essential factors.
Traditionally, signage relied heavily on acrylic, a cost-effective but unsustainable material. However, we are transitioning to solid wood and laser-etched designs, reducing plastic waste while maintaining high-end aesthetics.
Digital signage sometimes provides an adaptive, long-term solution that also reduces material consumption. 
This interactive chess wall will digitally link to other offices, creating a shared experience that extends beyond physical space. Looking ahead, brand experience will continue to move beyond visual identity to fully embodied, immersive environments. Technology will remain a key driver of innovation. Meanwhile, sustainability and flexibility will shape how brands express themselves in an ever-changing market.
At M Moser New York, we are committed to helping organizations define and refine their brand experience, ensuring their workplaces inspire, engage and support their people in the years to come. Contact our team to learn more.
