New York

Bart Higgins


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art’s fascination with human interaction and culture, combined with a passion for design and architecture, give him a unique lens on developing branded experiences. At ?What If!, Bart leverages his background in retail branding and design to invent new retail formats, optimize retail productivity, better understand shopper and consumer behaviors, and form deeper and more meaningful connections between brands and their customer communities.

Bart began his career at Wired magazine, where he learned the value of branding and the influence of environment on the creation of innovative and impactful content. From Wired, Bart jumped into the world of design as the head of development at A + I Design Corporation, designing offices for the burgeoning dot-com boom. In 2001, Bart received his Masters in Development and Planning from the Graduate School of Architecture and Planning at Columbia University, subsequently embarking on a journey to combine branding and design in order to redefine the retail landscape. From 2002 to 2011 Bart served at Pompei A.D., an influential creative services firm focused on the retail marketplace. As the Director of Branding, and subsequently a Partner there, he developed new retail platforms for a range of influential brands including IKEA, Urban Outfitters, Disney, Coca-Cola, M&M’s, ING Direct, Aldo, Whole Foods and The Gap.

When not geeking out in the magical world of retail, Bart can be found traveling the world in search of strange foods and amazing photo opps. After making his way through Korea and China last year, Bart is lookng forward to exploring the African continent (first stops: Morocco, Namibia, Tanzania and Uganda!).