Petr Simek is founder and Managing Director of WELLEN, a retail branding agency based in Prague. For 19 years, Petr and his team have developed retail communication, environments and experiences for clients such as Vodafone and Nike. Petr has a passion for retail and spends much of his time travelling the globe in search of the latest trends and innovative retail concepts. Petr is president of POPAI CE, juror at the IMC European Awards, author of the WELLEN retail blog, and a regular speaker at industry events. He recently published his first book, “Retail letem svetem” and is a Phd student at the Prague School of Economics.