ANDREA ABRAMS | FOUNDER

Andrea Abrams is a retail industry veteran and global executive with extensive experience in cross border and omnichanel mixed-use merchandising spanning over two decades. She has led the development and merchandising of prominent mixed-use projects and  the cross-border expansion of prominent retail brands to the US, Canada, EU, UK, MENA and Latin America.  She has worked on the country entry strategies of retail, fashion and F&B retailers, including franchising, and licensing, and has worked on incubating new retail concepts, transitioning digital brands to physical pop-ups and immersive experiences. 

Starting in 2018 Andrea has focused her time on retail tech, blockchain and the connection between digital and physical experiences, as an investor, advisor and developer of immersive experiences with prominent brands. She has participated in pre-seed rounds of notable startups including as a pre-launch investor in the first blockchain for luxury and fashion, the first phygital fashion marketplace, and the leading product experience platform optimizing and automating content creation for brands.

Andrea founded PHYGICODE in 2021 as a consortium and strategy lab to create a phygital approach to adoption of spatial web tools.  She has become a prominent global leader on the subject of phygital retail experiences, delivering keynotes about NFT fashion, spatial retail and phygitality during the World Economic Forum 2022, 2023 and 2024, Gitex Dubai, WE Convention Dubai, NFT LA, Decentral, Latin America Fashion Summit and MEWS Monaco, among others.  She was a featured Vogue Change Maker at the summit in Athens and included in the top 100 Women of the Future inaugural book.