We walk this world as emotional beings responding directly to the sensory stimulation around us. Have you ever considered what draws you into a store starting with what catches your eye? The first touch of a fabric, the inspirational story from the well-informed sales associate, all the way to that first fit, and the delight that follows? What if that journey was the result of a carefully crafted set of engineered sensations, designed with neuromechanics to trigger a complex array of sensory receptors resulting in an emotional crescendo? Join Dr. Tom Waller, SVP Whitespace at lululemon to learn why integrating the science of feel into the physical retail and product experience is paramount.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]