The level of engagement depends on how immersive the brand wishes to communicate with their audience. Coming out with refreshing ideas has always been the constant challenge for brands seeking to break through the clutter. Looking at Danish brand, Castello, a cheese company in New York City creating impact in their brand marketing effort is simply astounding. Check out how they erect a museum in New York’s grand central station. They even elevate the experience further by introducing edible art pieces! Passer by can have a taste of their delicious cheese by reaching into the paintings! Not only does the experience intrigue both smell and taste, it is visually appeasing. Awesome.