The search for unique experiences in public space is part of almost every digital signage briefing. As justified and necessary the quest for experiences is, many concepts do not achieve necessary customer satisfaction and ROI goals. Short-lived WoW effects or digital icing on the cake is often not sufficient. The keynote presentation will focus on best / worst practice and how digital signage can be used successfully. Value-creation and emotional engagement are top of the agenda. We will provide insights into the requirements of tomorrow concepts. Dyson, T-Mobile, but also Zara, H&M and several car manufacturers have launched exciting experiences worldwide in recent months. The keynote explains how and why concepts are coherent and which mistakes should be avoided.