Niklas Woermann is Associate Professor in Consumption, Culture, and Commerce as well as Head of Graduate Studies, SDU Business School at the University of Southern Denmark. His work focuses on practice-theoretical perspectives on experience, technology, and lifestyle and was published in leading journals in sociology and consumer research. A former Visiting Associate Professor of Sociology at the University of Chicago and Mercator Fellow at the University of Siegen, Niklas combines in focused ethnography and video analysis with an interest in fundamental theory development.