Designing Retail That Feels Alive — Meet Broadwick Studio’s Gemma Bidaudville.

As Head of Retail at Broadwick Studio, Gemma Bidaudville plays a key role in shaping some of the most immersive, emotionally charged brand experiences in the retail world today. With Broadwick’s roots in live music events and culture-led creativity, the agency has earned a reputation for crafting spaces that go far beyond selling — they spark connection, invite exploration, and bring brand worlds to life in unforgettable ways. In this interview, Gemma gives us a behind-the-scenes look at how the studio’s signature “beautiful creativity” comes to life in retail, how she and her team navigate the tension between vision and practicality, and why the future of retail belongs to spaces that are adaptive, intentional, and deeply human.

Gemma Bidaudville, Head of Retail at Broadwick Studio

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