Director

Yifei Chai

With a Double Masters degree at Royal College of Art and Imperial College London, MA/MSc Innovation Design Engineering, Yifei Chai took on the role of Innovation Architect at UNIT9. His work focuses on Innovation, creative thinking and especially focusing on any type of Experiential Execution that can trigger human emotions. His strengths are Innovation, Emotion Alchemy, Concept and Strategy, Retail Design and Fabrication, Art & Creative Direction.

Yifei’s work is very much driven by the idea of Emotion Alchemy: a healthy mixture of technology and emotional intelligence to trigger, explore and understand our emotional connections with technology and each other. Emotional Alchemy helps brands win by designing memorable, poignant and surprising experiences, which increases a sense of deeper audience connection.