The Signal is back with another Earth-shattering episode! Thomas and Mike chat about the design and experience of Wrigley’s 5 Gum, and Mike reviews the Helvetica documentary just released on DVD. Paul Dawson from Conchango swoops in and rescues the show while explaining the title of his MIX08 session, Virgins, Spaceships, and Hob-nailed Boots. Paul talks about Virgin Atlantic, creating experiences that employ all of the senses, the increasing recognition of user-centered design, Experience Architectures, using stories to paint a vision, spying and guerilla ethnography, and why Paul made the trip from the U.K. to MIX06 and MIX07. Yes, we said guerilla ethnography. The Signal is a weekly podcast that connects you to behind-the-scenes activity related to MIX08. We’ll interview speakers, attendees, staff, and other notables. If you have a question for them to address on a future show, e-mail firstname.lastname@example.org or leave a voice-mail message for them at (425) 703-4650.