I am Nishika, a final-year BA (Hons) Fashion Marketing and Branding student originally from India, with a deep interest in experiential marketing, PR and event design. Inspired by the richness of Indian culture, I value connection, celebration and storytelling in my creative approach. I have gained practical experience in PR and Branding with Fincham Communications and in creative direction, content creation and marketing campaigns with Esskay Beauty. I aspire to build a career in experiential marketing and luxury PR, creating meaningful brand experiences that inspire authenticity, emotion, and genuine connection. My Stage 1 research explored the rise of the sober-curious movement and how experiential events are redefining social culture for Gen Z. Building on this, my Stage 2 project introduces a new experience-based agency that bridges the gap in performative event design through spatial design and immersive storytelling, reimagining how people connect and experience joy.