There is always a hidden rule in marketing: “Don’t sell products. Sell an experience.” Experiential marketing is set to drive the ways consumer choose their products in the twenty-first century. This is especially important to the people-oriented global insurance brand AXA, which has long been at the forefront of reinventing the customer experience, establishing a new bar for customer excellence, loyalty, and engagement that many insurers talk about. The 1+1 team was invited to curate a unique session that brought in an interdisciplinary perspective on customer experience as part of the bold annual internal conference undertaken to strengthen AXA’s expertise. These experts included Culinary Innovator, Lori Granito, World class circus performer, Jesko von den Steinen and the VR / Emerging technology team at PwC Experience Centre.