Meet Feels Like: the studio thriving in the new era of design and tech

Feels Like is a design and innovation studio in Los Angeles and Barcelona, born from B-Reel, a digital creative practice originally founded in 1999. After two decades navigating Flash, mobile, social platforms and AR/VR, the team has stripped back to what Creative Director and Co-Founder Petter Westlund describes as their “magic sauce”: the combination of design and technology, delivered by a small and focused team. In this interview, Westlund discusses why digital experiences are a missed opportunity for most brands, the value of the intimate studio format, and what the team learned building an AI biomechanics tool for Olympic athletes. TBI: Hi Petter! How are things at Feels Like, between Los Angeles and Barcelona? PW: Happily, both are sunny.