Expo Design Montréal · 2026FR · transl. EN
Thursday, October 8 · 2:45 PM
Designing Experience
Crafting spaces that resonate, connect and endure
Conference in French with simultaneous English translation · Moderated by Stéphane Bernier · Panelists: Claire Tousignant, Jacinthe Leduc, Raphaëlle Parenteau and Tony Babinski
Moderator
Panelists
Conference description
An experience-centred approach, built on storytelling, journey mapping and attention to the human experience, has become a pillar of the most innovative design practices.
By looking beyond the functional and the technical, designers can place the experience at the heart of the project. Every decision then contributes to a coherent, meaningful journey, from concept to delivery.
Successful experiential design evokes profound reactions: surprise, wonder, a sense of belonging. Emotions that transcend trends and give rise to environments that last.
For architects and designers, an “experience-first” methodology also becomes a powerful tool. It clarifies intent, aligns stakeholders and protects the integrity of the project against the inevitable trade-offs of budget and schedule.
Key takeaways
1Experience as the core outcome : Design decisions are guided by the intended human experience rather than purely functional or aesthetic considerations.
2Storytelling as a framework : A narrative-driven approach creates coherence across spaces and helps articulate a compelling vision for stakeholders.
3Holistic journey mapping : Understanding multiple user journeys ensures that all touchpoints are intentional, seamless and meaningful.
4Emotional resonance over trends : Designing for timeless human emotions, such as delight, connection and beauty, ensures relevance beyond fleeting design trends.
5Alignment and resilience through the process : An experience-first lens strengthens stakeholder buy-in and preserves design integrity through constraints and project evolution.
Moderator and panelists
Stéphane Bernier
Vice-president, retail environments · Ædifica
With several decades of experience, Stéphane Bernier leads the retail environments practice at Ædifica. Recognized for his ability to translate brand identity into high-value spatial experiences, he has led major projects for local, North American and international brands, in Canada, the United States, Europe and Asia. His approach, at the intersection of architecture, experience design and brand strategy, aims to create environments that generate engagement, desirability and measurable results.
Claire Tousignant
Associate director · MASSIVart
At MASSIVart, a Montréal-based firm active internationally in cultural strategy, public art and place-based experience creation, Claire Tousignant designs integrated strategies that bring together artistic vision, business objectives and long-term impact. She works with real estate developers and institutional partners, orchestrating complex projects in which design, production and execution form a cohesive whole.
Jacinthe Leduc
Senior director, store design and innovation · Groupe Dynamite
With more than two decades in the industry, Jacinthe Leduc leads creative development and global expansion strategy for the Garage and Dynamite brands, with major rollouts across North America and Europe. Her portfolio includes prestigious corporate environments and award-winning international flagships, where she combines bold imagination, rigorous execution and environmental commitment.
Raphaëlle Parenteau
Director, workplace environments · Ædifica
With nearly 20 years of experience designing large-scale projects for clients in the corporate, cultural, institutional and hospitality sectors, Raphaëlle Parenteau develops workplace strategies at Ædifica tailored to the new realities of work. Her collaborative approach, grounded in market intelligence, aims to create environments that precisely reflect the values and ambitions of each organization.
Tony Babinski
Creative director, strategist and producer, president · Körnelius Group
Tony Babinski works at the intersection of retail, architecture and placemaking, specializing in shaping customer journeys that turn spaces into destinations. His projects include Adidas stores in New York, London and China, the award-winning MuvBox in Times Square, a museum for the Ajax club in Amsterdam and the JARDIN D’HIVER installation with Ædifica. He is also the author of the official history of Cirque du Soleil and co-author of “Conversational Capital” (Financial Times Press).
