Uprising: Will Mutter’s Journey from Building Sofa Forts to Branded Experiences

Building sofa cushion forts and staging garden treasure hunts, Will Mutter was into experience design even as a child; his current role as Collaborate Global’s senior experience designer is the conclusion of three decades of developing that passion.

Childhood creativity flourished into a hands-on understanding of design and processes at school, as Will pursued a resistant materials subject – but his curiosity still longed to explore further. “I was often frustrated that I wasn't allowed to take more than one design subject,” Will remembers. “I really wanted to dive into graphic design and art to fully immerse myself in the creative world.”

At university, Will honed his craft with a master’s in product design. “It was a magical time of personal and creative growth,” he says, giving him the independence to follow his passions as well as the chance to connect with a diverse range of people.

It’s also where Will was afforded the opportunity to intern at Paul Cocksedge Studio, a prestigious design practice in London that’s internationally celebrated for its unconventional and innovative approach to product and spatial design. Inspired by its pioneering industry experts, Will’s ambitions within the field bloomed.

“It was really when I started working with retail design agencies that I truly began to focus on experiential design,” explains Will. The practical experience and challenges of these roles deepened his understanding of how to create impactful environments, and set him on the path to carve out his career in one of the newest and fastest growing areas of the industry.

Will’s first professional project was working on the design for the WHSmith Tech Express rollout. A significant and exciting learning curve, Will gained invaluable insights into the scale of production rollouts, modular design, and how people interact. 

But the truly “defining moment” of his career, according to Will, came last year, when he led the design for The Fragrance Shop's first flagship store launch on London’s Oxford Street. As Will notes, it’s “not often that something this big drops into someone’s lap.” The immersive fragrance experience featured everything from an AI-powered perfume personalisation station to interactive scent discovery moments and ultra-luxe fragrance brand showcases.

Luckily for Will, the exciting projects just keep on coming. Since joining the Collaborate Global team earlier this year – and quickly becoming an integral part of it – he’s developed experiential activations for a number of major brands. eBay ‘Garage’, a collection of live experiences celebrating and inspiring a global community of DIY car enthusiasts, even earned an award win.

Every milestone in Will’s career so far has confirmed beyond a doubt that experiential design is where his passion comes to life, satisfying the adventurous mix of imagination, curiosity, and hands-on attitude he’s had since he was a child. In his own words, he counts his blessings every day. “The energy and enthusiasm of working tightly together to push design boundaries and create impactful, immersive experiences for big brands is rewarding beyond belief.”

His advice to someone who wants to follow the same path? “Focus on the storytelling aspect of design. It's not just about what you create but why you create it. Take people on a journey that transports them into your vision. Communication is crucial to success.”

And he wants to keep going, expressing excitement at Collaborate’s “electrifying” pace of growth and “buzzing” pipeline. “I aspire to keep pushing for even more challenging briefs within multiple brand categories. I'm particularly excited about Collaborate opportunities in Saudi Arabia, understanding and designing for different cultures to broaden my design footprint and push creative boundaries.” For Will, the fast pace and constant evolution of the space can be demanding, but it’s what keeps the work dynamic and stimulating.

Will’s ultimate goal is to create “truly transformative experiences that captivate and engage people with joy. I’d like to leave a lasting impact through designs that inspire, delight, and resonate with people all through their lives.” To achieve that, he’s determined to stay at the forefront of what’s possible, constantly exploring new technologies and industry trends that can help him break new ground.

The balance between technology and human connection is something that intrigues Will. “The rapid evolution of AI, AR, and interactive installations are thrilling and it’s my view that these technologies should enhance, rather than overshadow the emotional and human element. For me, it’s not just about creating flashy, tech-driven solutions; I’m passionate about thoughtful, impactful design that leverages these technologies to create beautiful, memorable immersive experiences that truly engage people on a deeper level.”

It’s people, too, that inspire Will, citing creative teams like Dalziel & Pow as an example. “Their ability to integrate diverse skills and perspectives to push the boundaries of design is really admirable,” he says, lauding their sensory installations at Dublin’s Guinness Storehouse. 

Outside of branded experiences, Will also finds inspiration in the art world. “If I had to choose a specific individual – it would be Yayoi Kusama. Her unique approach to art, especially her immersive installations and distinctive use of polka dots and infinity rooms, continuously pushes the boundaries of experiential design. Kusama’s visionary work transforms spaces into captivating, multi-sensory experiences that resonate deeply with audiences.”

All of Will’s experiences and inspirations fuel his pursuit of constant progression, relishing the “challenge of pushing boundaries, learning new things, and seeing growth – whether it’s advancing a project or reaching personal milestones.” It’s the thrill of continuous improvement that keeps him focused and excited about what’s next.

So, what is next? A whirlwind new chapter as a first-time dad. “I’m sure it’ll be the most rewarding (and challenging) project yet.”