Entro is a globally recognized experiential design firm specializing in placemaking, wayfinding, and branded environments. With its recent acquisition by Astria Elevate, Entro is positioned to lead the next era of experiential design. Pulse 2.0 interviewed Entro CEO John Campanella to gain a deeper understanding of the company.
Background Of Entro Communications
Can you share the story behind Entro Communications and the company’s approach to experiential design and wayfinding? Campanella said:
“Entro began over 35 years ago as a traditional wayfinding firm and has since evolved into a global leader in experiential design. We work with architects, developers, and public institutions to create clear, intuitive, and memorable experiences in the built environment.”
“Our mission is rooted in the belief that great design helps people navigate complex spaces with ease, confidence, and even delight. From transit systems and hospitals to cultural institutions and sports arenas, Entro’s work enhances the human experience in everyday environments. We turn complex spaces into welcoming places—making it easier for people to move confidently and connect with their surroundings.”
“Our approach is multidisciplinary, data-driven, and deeply collaborative. We integrate strategy, behavioral science, and design excellence to create intuitive, engaging spaces. Whether through placemaking, wayfinding, or branded environments, we focus on designing with intelligence—leveraging both creativity and technology to deliver outcomes that are both functional and emotionally resonant.”
Customer Success
Entro has delivered placemaking systems for high-profile projects like Philadelphia’s SEPTA, Toronto’s SickKids Hospital, and Scotiabank Arena. Why did they choose Entro for these initiatives? Campanella highlighted:
“Clients like SEPTA, SickKids, and Scotiabank Arena were looking to create more engaging experiences to help people feel more confident, connected and in control within complex environments.”
“These organizations knew that they needed more than signage—they needed to create immersive, accessible, and emotionally attuned experiences. They turned to Entro because of our unique ability to create these experiences by combining world-class design with human-centric insight and measurable results.”
“Our track record, innovative use of innovative technologies like eye-tracking and behavioral analytics, and our reputation for excellence made us the clear choice. We don’t just design systems—we design journeys that deepen trust, reinforce brand identity, and ultimately improve how people experience space.”
Acquisition By Astria Elevate
What was the strategic rationale behind Entro’s acquisition by Astria Elevate, and how will this partnership accelerate your vision for the company? Campanella revealed:
“This acquisition marks a milestone in Entro’s journey—what we call Entro 2.0. The strategic rationale was clear: to scale what we do best while remaining true to who we are. After decades of growth and reinvestment by our founders, we reached an inflection point where additional strategic and financial support could help us seize new opportunities faster and more effectively.”
“Astria Elevate was the ideal partner because of their hands-on approach, commitment to founder-led businesses, and track record of helping design and tech-enabled firms scale intelligently. With their backing, we’re better positioned to grow internationally, explore acquisitions, integrate advanced technologies, and invest in our people and platforms—all while preserving our culture and creative DNA.”
Utilizing Advanced Technologies
How is Entro leveraging advanced technologies—such as eye-tracking, behavioral analytics, and AI—to create smarter, more intuitive wayfinding and experiential environments? Campanella emphasized:
“Technology has long been part of Entro’s DNA. We were among the first to employ eye-tracking and behavioral analytics in our design research, enabling us to optimize spatial navigation based on real human behavior. Today, we’re going even further—integrating empathic AI, cognitive-behavioral headsets, and responsive design systems to personalize how people interact with environments.”
“These tools help us move beyond static signage to dynamic, data-informed experiences that adapt to context and user needs. Whether it’s in a hospital where stress levels are high or an arena where excitement runs hot, our tech-driven approach ensures every detail supports a seamless, meaningful interaction with space.”
“Entro aims to be the leader in pioneering how cognitive science, open-source technologies, and our own proprietary technologies transform design and wayfinding systems– and are adopted industry-wide.”
Examples Of Immersive Experiences
What are some customer examples that illustrate the impact of your design philosophy and tech-driven, immersive experiences? Campanella cited:
“Our work with SickKids Hospital is a powerful example. By applying behavioral insights and clear, human-centered design, we transformed navigation for patients and families during some of their most vulnerable moments—helping reduce stress and improve flow throughout the hospital.”
“With SEPTA in Philadelphia, we applied data-driven design to one of the nation’s largest transit systems, improving clarity and usability while respecting the system’s historic identity.”
“Our redesign of Scotiabank Arena, one of Canada’s top sports and entertainment venues, enhanced fan engagement by making the venue more accessible and emotionally resonant, tying design elements to the brand story of the Toronto Raptors and Maple Leafs.”
“Each project reflects our belief that design should be intuitive, immersive, and impact-driven.”
Ambitions For Growth
Can you speak to Entro’s current trajectory and ambitions for growth? Campanella pointed out:
“Entro is entering its most exciting chapter yet. With 100 team members across Toronto, New York, Vancouver, and Calgary—and the backing of Astria Elevate—we are poised for international growth, geographic expansion, powerful innovations, and greater investment in our people, platforms, and partnerships.”
“We’re exploring new markets, engaging in new types of projects, and potentially expanding through strategic acquisitions. Our focus is on scaling with purpose: deepening impact, enhancing design excellence, and growing opportunities for our clients and team alike.”
“We see Entro as the authors of the experiential age—and are both excited and committed to improving how people experience the world around them—and connect with one another.”
Goals
Looking ahead, what are Entro’s primary goals and priorities for the next phase of growth and innovation? Campanella noted:
“Our top priorities include:
- Expanding internationally, especially in the U.S. and across key global markets
- Investing in emerging technologies to lead the future of responsive, personalized experiential design
- Strengthening our multidisciplinary capabilities to tackle increasingly complex design challenges
- Elevating design research and strategy as core differentiators
- And growing our team and leadership, creating career opportunities while preserving our collaborative, values-driven culture (which we call “One Entro”)
In short, we’re building the next era of experiential design—rooted in human needs, amplified by data and creativity, and scaled with strategic intent.”
Broader Trends In Technology Adoption
Are there broader trends in technology adoption within design, infrastructure, or public space navigation that you believe will shape the industry’s future? Campanella concluded:
“Yes—public space navigation and experiential design are undergoing a fundamental shift driven by rapid advances in technology and changing human expectations. At Entro, we see three major trends shaping the future of our industry:
- Behavioral Intelligence and Data-Driven Design Tools like eye-tracking, cognitive analytics, and behavioral mapping are becoming essential in designing intuitive environments. These technologies allow us to understand how people truly move through and experience space, ensuring that wayfinding and placemaking systems respond to real human behavior—not just assumptions
- Responsive and Empathic AI’s digital interfaces become more embedded in the built environment, the rise of AI enables spaces to adapt in real time. We’re exploring empathic AI systems that recognize user intent, emotion, or needs and adjust environmental cues accordingly—creating more personalized, accessible, and emotionally attuned experiences.
- Seamless Integration of Physical and Digital WorldsDesign is no longer just physical—it’s phygital. As infrastructure becomes “smart,” signage and spatial communication must integrate with digital platforms, IoT devices, and mobile technologies. Wayfinding is evolving into a responsive ecosystem that guides, informs, and interacts across channels—from digital kiosks to augmented reality to personalized mobile experiences.
At Entro, we believe that the future of experiential design lies at the intersection of human empathy, technological innovation, and strategic creativity. These broader trends aren’t just exciting—they’re essential for shaping environments that truly serve people in a dynamic, complex world.”
