"We're experiential designers. We've worked for the biggest brands and retailers in the world and rulers of countries. We create experiences," says Barnycz, describing his business. "Our tagline is: Everything matters — people, places, pixels. Our mantra is; What's going to get people excited about coming to this location? How are they going to notice this location, when they have hundreds to choose from? And once they've entered that location, how can we get them to experience that brand's DNA? What's the point of view of that brand, mall, country, city?" he says.