Inside the Lab: A Q&A with Franco Cheong, Retail Design & Innovation Lead at Tag, SEA

In this edition of Inside the Lab, we sat down with Franco Cheong, Retail Design & Innovation Lead at Tag, SEA.

An award-winning creative with experience across branding, shopper retail design, marketing strategy, and creative innovation, Franco believes creativity is at its most powerful when it connects people, guiding every concept and solution he develops.

Q: Your background spans both creative and technological experience. How did this journey begin?  

A: It began with a fascination for architectural storytelling. I realized early on that a retail space isn't just a container for products; it’s a user interface. My journey started by bridging the gap between traditional spatial design and real-time 3D engine capabilities. I wanted to know: If we can simulate gravity and light in a game engine, why aren't we using that to predict how a shopper will feel in a physical store before we ever lay a brick? 

Q: You’ve gone on to lead major digital/creative campaigns. Can you tell us more about that?  

A: The most impactful campaigns I’ve led are those that treat "omnichannel" as a physical reality. For example, creating augmented reality (AR) wayfinding for massive retail environments. We didn't just show an ad; we built a digital layer over the physical world that guided the shopper to a personalized product recommendation. It’s about moving from "interruption marketing" to "utility-based experience." 

Q: How has AI changed how we think and work creatively?  

 
A: AI has shifted us from manual modelling to parametric exploration. Instead of designing one store layout, I can use AI to generate more variations based on heat-map data of shopper foot traffic. It allows us to design for "The Segment of One", personalized environments that adapt to the individual. 

Q: AI has changed collaboration with clients, would you agree?   

 
A: Absolutely. It has democratized the "vision." Previously, clients struggled to visualize variants concept from a tight dateline. Now, with generative AI and rapid prototyping, I can show a client a cinematic-quality render of a shopper journey in hours or a day. It makes the feedback loop much tighter and more emotional. 

Q: What parts do humans need to take ownership of in AI?  

 
A: Empathy and Ethics. AI can optimize for "conversion," but it doesn't understand the nuance of human joy or the frustration of a cluttered space. Humans must own the "Vibe Check", ensuring the technology feels like a service, not a surveillance state. 
 

Q: How can AI and innovation deliver real client value?  

 
A: By de-risking the physical. Building physical stores or displays is expensive. Innovation in 3D simulation and AI-driven predictive modelling allows us to prove a concept works digitally before the client spends a cent on manufacturing. That is massive ROI. 

Q: What does innovation look like when it’s truly solving a client problem? 

  
A: It looks invisible. If a shopper finds what they need faster, feels more connected to the brand, and leaves the store (physical or virtual) feeling energized rather than drained, that is a successful innovation. It’s solving for friction. 

Q: There are so many new tools out there. How do you decide what to use?  

 
A: I use the "Friction vs. Magic" framework. If a tool doesn’t significantly reduce friction for my team or add a layer of magic for the shopper, it’s just noise. Gemini is our approved (chosen) engine as to speed up conceptualization process. 

Q: AI is constantly evolving. How do you stay on top of it?  

 
A: I treat it like a permanent "Beta" phase. I spend 10% of my week in testing new plugins and models—but I also stay grounded by walking physical retail streets. You must see how people behave in the real world to know how to prompt the AI for the digital one. 

Q: What excites you most about where creative technology is heading?  

 
A: Spatial Computing. Moving away from screens and into the "World-Scale" interface. The idea that the entire world can be a canvas for shopper engagement is incredibly exciting. We are moving from "looking at" content to "living inside" it. 

Q: What role do you see the Innovation Lab playing in shaping the future of brand storytelling? 

A: The Lab is the bridge between "What if?" and "Here’s how." It's where we take abstract brand values and turn them into tangible, 3D experiences. We aren't just telling a story; we are building the world the story lives in.