He pioneered the field of experiential marketing, guiding both academia and the business world into a new century. His books—Experiential Marketing, Customer Experience Management, and Big Think Strategy—have been translated into over 20 languages, becoming essential reading for marketing professionals around the globe.
His clients include some of the world’s most prominent multinational companies, such as Ogilvy, IBM, HP, Siemens, and Samsung Electronics. As a thought leader, he has contributed to The New York Times, The Asian Wall Street Journal, and The Financial Times—shaping not only academic thinking but also the way companies engage with their customers.
This time, we had the rare opportunity to visit his home in Munich—for a glimpse into the personal world of the master of experiential marketing.
A Journey Through a Diverse Career Path
Schmitt’s professional journey began after earning a Ph.D. in psychology from Cornell University, when he joined the prestigious Columbia Business School as a professor of marketing. There, he focused on consumer behavior and brand management—laying the foundation for his deep exploration of customer experience.
Schmitt wears many hats—professor, author, speaker, and brand advisor—crafting a symphony of intellectual stimulation through his diverse roles.
“I don’t like doing just one thing—that would be boring,” he says. “I enjoy engaging with students, managers, and entrepreneurs.”
One particularly unforgettable moment, he recalls with a smile, was delivering a keynote speech before thousands in a stadium in Taiwan. “I felt like a rock star,” he says, describing the exhilarating ascent up a sloped stage to thunderous applause—an experience that remains vivid in his memory. “It was fun.”
Driven by a passion for education, Schmitt is committed to delivering learning experiences that are both enlightening and entertaining. His consulting firm specializes in innovation and customer experience, helping companies—from consumer goods to tech and luxury brands—enhance the way they engage with customers.
By integrating technology into the architecture of interaction, he helps brands create seamless and memorable experiences.
A personal haven—a modern-day Arcadia of home and soul.
In contrast to his work life—where he needs no coffee cup to feel good, driven solely by efficiency, speed, and productivity—Schmitt’s vision of home is entirely different.
To him, home is a sanctuary: a place of comfort, where simplicity holds beauty in the details, and where personal style quietly unfolds.
His Munich apartment, housed in a protected century-old Art Nouveau building, was completely renovated by architects and interior designers to reflect his aesthetic—seamlessly blending heritage with modernity.
“This apartment holds part of my art collection,” he shares.
His bedroom, adorned with a painting by Ding Yi and dressed in refined bedding from Kuan’s Living, is a serene haven—where elegance and stillness coexist in perfect harmony.
Schmitt began collecting art in the early 1990s, including works by Chinese artists like Ding Yi.
“I was teaching in Shanghai and discovered a gallery by chance,” he recalls.
When it comes to bedding, he’s just as selective.
“I fell in love with Kuan’s Living for its elegance and detail,” he says.
“The materials match the seasons and offer a rich sensory experience—bedding is something you feel.”
From Munich to New York to Heidelberg, every home he owns reflects a unique blend of comfort and style.
“Choosing Munich was also a way to return to my German roots,” he adds.
To Schmitt, home is not just a place—it’s a reflection of taste, time, and personal history.
A Sensory Journey into the Art of Living
Beyond work, Schmitt’s life is rich with cultural pursuits. A passionate fan of art exhibitions and classical music—especially opera—he often attends the Salzburg Festival near Munich. These experiences deeply nourish his soul.
More than a customer experience expert, Schmitt is a connoisseur of life’s finer details—from luxury bedding to art and music—immersing himself fully in each moment.
I met Schmitt over a decade ago during my studies in Shanghai, and he inspired me to center Kuan’s Living around unique experiences. He praises the brand for blending comfort and style into refined luxury and urges innovation that reflects how people want to live.
Humbly, Schmitt credits serendipity for his career milestones—from Germany to New York and Asia. He rejects arrogance, valuing humility instead.
Now approaching seventy, his eyes still sparkle with excitement as he embraces technology’s evolving role in shaping seamless, valuable customer experiences. Staying current fuels his passion for innovation.
