Barry McPhillips

Barry McPhillips is a London-based creative and experience strategy leader at Mood Media, helping global brands rethink how physical spaces look, sound and feel. 

Working across retail, luxury, automotive, hospitality and workplace environments, Barry focuses on the role of content, digital signage, music and sensory design in shaping human attention, emotion and behavior. 

Over the course of his career, Barry has worked at the intersection of creativity, customer experience, technology and commercial strategy. His work focuses on a simple but often overlooked question: once the screens, speakers and systems are installed, what should they actually do for the people experiencing them? 

His work has supported brands including Ferrari, Gucci, The Gap, Bentley Motors and McDonald’s.