Ellie Greenberg is the founder and creative force behind Wonderlosity. Since launching the company in 2016, she has transformed a single retail concept into a family of immersive brands inspired by literature, fantasy, anime, and imaginative worlds.
Ellie leads Wonderlosity’s vision, brand development, and creative strategy. Her passion for storytelling, product, and experience guides every concept—creating places where guests can leave the everyday behind and step into something extraordinary.
David Greenberg brings more than two decades of leadership experience at the intersection of data, technology, finance, and strategy. He has led enterprise data organizations at three publicly traded companies, most recently serving as Global Head of Data & Analytics at Heidrick & Struggles.
He leads financial planning, growth strategy, technology and data infrastructure, and corporate operations—building the systems, discipline, and organizational foundation needed to expand while preserving what makes each Wonderlosity experience distinctive.
Samantha DiLorenzo leads retail operations across Wonderlosity’s growing portfolio of stores. With previous leadership experience at Sephora and Victoria’s Secret, Sam brings deep expertise in multi-store operations, team development, merchandising execution, and customer experience.
At Wonderlosity, she translates each brand’s creative vision into an exceptional everyday experience for guests while developing the teams, processes, and operating standards that support the company’s continued growth.
Dawn Ockstadt brings extensive experience in entertainment, consumer products, and experiential design to Wonderlosity. Her career includes creative leadership work involving some of the world’s most recognized entertainment properties, including Disney, Pixar, Marvel, and Lucasfilm.
At Wonderlosity, Dawn leads creative design across the company’s brands, shaping their visual identities, products, storytelling, and distinctive details. Working across disciplines, she carries ideas from their earliest concepts through to the products and experiences guests discover in Wonderlosity stores.
Michael Kroll brings more than two decades of experience in experiential retail, scenic design, and visual merchandising to Wonderlosity. He helped develop the in-store experience and visual merchandising program that supported Spirit Halloween’s national growth. He later worked as a Visual Designer at Universal Orlando, contributing to themed environments and seasonal experiences.
After first collaborating with Wonderlosity in 2022, Mike now leads the physical expression of its worlds—from store concepts, scenic environments, and fixtures to immersive displays and the visual storytelling guests experience from the moment they walk through the door.
We create experiences that travel home with you—turning every visit into the beginning of a larger adventure.
