Wink Strengthens Creative Leadership to Stay Ahead in the Evolving Experiential Landscape

Jul. 07, 2026

WINK has appointed Jolanda van den Broek as Head of Design Studio and Yifei Chai as Head of Concept Studio – marking the next phase in the agency's international growth and reflecting the changing role of experiential marketing as it expands across physical, digital and cultural touchpoints. Both sit under the creative leadership and vision of WINK’s Chief Creative Officer, David de Bruijn.

The appointments formalise two dedicated studio disciplines within the agency. WINK’s Concept Studio brings together creative, strategy, art and tech, while the Design Studio encompasses spatial, product, graphic and merchandise. Together, the two departments represent more than 50 creatives and designers across the agency as WINK continues expanding its work across experience, content and culture.

Jolanda van den Broek, takes on leadership of the Design Studio following years as a Design Strategist within WINK, alongside her longstanding work as co-founder of multidisciplinary fashion label And Beyond. Through her work across fashion, cultural institutions, hospitality and branded environments, she has developed a multidisciplinary perspective on how brands come to life through products, spaces and experiences. 

She brings a deep appreciation for craft and making, as well as a strong belief in the value of collaboration and creative development. In her new position, she will lead the agency’s growing design practice across environments, products, visual identity and brand experience, with a strong focus on supporting the team and helping creative talent thrive.

Meanwhile, Yifei Chai joined WINK in November 2025 as Creative Director following an 11-year career at innovation powerhouse UNIT9, where he helped grow the company’s global creative department from approximately 50 to 250 creatives. Rising from Innovation Architect to Executive Creative Director, he led multidisciplinary teams delivering award-winning work across technology, design, entertainment and brand experience for global brands throughout Europe, the UK, the USA and Asia. Having lived and worked extensively in Beijing and Shanghai, he also brings deep insight into both the Chinese market and international creative culture.

Known for combining innovation with emotionally driven storytelling, Chai brings extensive experience building creative systems that enable teams to scale without compromising quality. His work has focused on blending physical, digital and interactive elements into seamless brand experiences, reflecting the evolution of experiential marketing beyond standalone events. In his new role, he will oversee creative operations, team development and creative quality across client work and new business, while leading the continued growth of WINK’s Concept Studio.

David de Bruijn, Chief Creative Officer at WINK Worldwide, said:

“Creating dedicated leadership across both Concept and Design reflects where WINK is heading. Especially as we grow internationally. Yifei and Jolanda bring complementary strengths. From innovation and systems thinking to design craft, aesthetics and cultural instinct – and together they reflect the combination of innovation and cultural relevance that is defining modern experiential work.”

 

Jolanda van den Broek commented:

“I’ve always been drawn to the way design can bring ideas to life in tangible ways, whether through a space, a product, a visual identity or an experience. Having grown alongside WINK over the years, it feels incredibly rewarding to take on this new role and help shape the next chapter of our design practice. What excites me most is the opportunity to continue building a team and culture where curiosity, experimentation and craft come together to create work that people genuinely connect with.”

 

Yifei Chai added:

“Experiential marketing is becoming the operating system that connects physical experiences, social content, creator culture and customer experience – and brands need to adapt. Consumers don’t separate physical and digital experiences anymore. Every experience now extends across social, digital, content and community touchpoints, and the most successful campaigns are designed for both the people in the room and the millions who experience it online.”

 

Together, the appointments signal WINK’s next chapter: combining culturally relevant experiences with new forms of innovation to create even greater impact.