Soul as the Place of Experience. The case of Enjoy Brand

The modern world seems to encourage man to be increasingly rational, nearly robotic; just think of the constant scrolling of information in electronic devices or the information overload of human brains. However, humans are emotional creatures by nature; indeed, feelings and emotions need a voice to be expressed, so marketing uses this fragile and beautiful part of the human being to evoke them, to bring them to light, to engage consumers not only by entering their wallets, but also their innermost sphere, the soul. The aim of this paper is to search for hope and a ray of positivity in a world that is so highly consumption-oriented; therefore, it will not refer to pervasive advertising, subliminal messages, but will try to find a product or service to buy that is exciting, that brings a memory or a stimulus of happiness, that can make the consumer feel conscious and protagonist of the purchase. In this regard, it concerns experiential marketing. This article will analyze what experiential marketing is, what are the fundamental tools to create a unique and unforgettable experience, the importance of the choice of environment and finally the case study of the Enjoy project, a pop-up store focused on engaging the emotions and inner world of the consumer in an experiential journey.