A replay from VISIONS Summit: NYC featuring YouTuber and architect Dami Lee.

From the stage of VISIONS Summit at MoMA, Dami Lee reveals why the most chaotic spaces often teach us the most about what it means to be human.

As a licensed architect turned YouTube storyteller with over 200 million views, she's discovered that making architecture approachable isn't about simplifying complexity, it's about finding the human stories embedded in our built environment. Through her exploration of places like Kowloon Walled City, Dami demonstrates how the most profound spaces emerge not from master plans but from organic human adaptation, creating connections and meaning through what philosophers call "rhizomic growth."

• Human framing trumps technical perfection: No matter how many hours spent making content beautiful or technically accurate, none of it matters without taking time to make it human and frame architecture from a human angle.
• Personal investment drives authentic storytelling: Topics perform best when team members have genuine personal connections to the subject matter, leading to deeper research and more compelling narratives.
• Rhizomic processes create unexpected connections: Non-linear, seemingly inefficient creative processes allow for serendipitous discoveries and cross-categorical insights that wouldn't emerge through structured approaches.
• Extremes ignite curiosity: Audiences gravitate toward architectural stories that push boundaries—like the world's densest city—because extremes reveal fundamental truths about human behavior and adaptation.

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How is the next generation redefining what it means to shop, connect, and co-create in physical spaces?

Grab a pen and get ready to take some notes because Melissa Gonzalez and her firm, MG2 Advisory, have cracked the Gen-Z code through groundbreaking new research. But make no mistake, this isn’t more one-size-fits all data about a large, and highly nuanced, cohort. This is granular research that unpacks the social, behavioral, and psychological forces impacting how different Gen Z personas shop.

This week, we’re learning how brands can leverage powerful tools that Gen Z is already wielding to level up their physical retail experiences: nostalgia, authenticity, sustainability, and co-creation. Listen now to get Melissa’s data-driven blueprint for designing meaningful brand experiences.

• Values vs. Value Tension: 94% of Gen Z shops with values in mind (authenticity, transparency, humility, sustainability), but economics still drive final decisions
• Co-Creation Imperative: Three out of four Gen Z consumers want to be collaborators in the brand journey, extending beyond product customization to store design, layout, and programming
• Nostalgia as Currency: Y2K and 2000s aesthetics dominate Gen Z's desire for nostalgic comfort, with apparel and fashion brands leading the charge through vintage-inspired experiences and activations
• Technology Extends Instinct: Successful retail tech either reduces friction through operational efficiency or creates deeper immersion. Anything in between feels like novelty and lacks authenticity
• [00:09:15] "The reason why it doesn't always win their wallet share is because economics still matter. But if there's a great desire for it... if a brand or retailer can get it right and enable it, there's a big opportunity there because they're helping consumers live those aspirational values." – Melissa
• [00:14:59] "Three out of four... want to be co-creators and collaborators in the brand journey. Store design, product customization... but you don't see it often in store design, I think... there's a real opportunity because you're getting validation buy in." – Melissa
• [00:28:30] "You have to have a team... you have to always understand the zeitgeist and how generations are evolving... because it's not a one-size-fits-all answer that's going to remain static." – Melissa
• [00:38:36] "What about it is going to feel more ethereal and more immersive... What are you giving people? Why are they getting out of their house? Why are they getting out of their phone? Why do they feel like they have to engage with this physical experience?" – Melissa

• New 2025 Gen Z Research
• Our Upcoming Webinar with MG2 Advisory
• The Pop-Up Paradigm book
• Retail Refined podcast
• MG2 Advisory

• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!