Our Managing Partner Joss Davidge stumbled across an incredible immersive brand experience from Microsoft this week.

To promote the then-newly launched Titanfall Xbox game in an interactive and immersive way, Microsoft hosted midnight launches whereby its stores were transformed into completely Titanfall-themed spaces.

This got us talking about how brands like Microsoft and Apple are making the most of their retail environments to grant customers a truly immersive brand experience. Read more here.