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The LEGO Group

Martin Urrutia Islas is a Retail Experience Executive with more than 25 years of experience turning brand strategy into retail experiences that perform commercially and emotionally, shaped by a career spent living and working across different parts of the world. He spent the last 15+ years at The LEGO Group, where he built and led the Global Retail Experience function, shaping how one of the world’s most recognisable brands shows up across D2C and B2B stores and channels worldwide. His expertise spans innovative, scalable retail experiences, retail design systems, omnichannel connected experiences, and building high-performing global creative teams. A global keynote speaker, Martin brings a rare combination of agency-honed craft and boardroom-level commercial accountability, with a conviction that great retail experience is never a design exercise, it is a commercial system.