How do you create a memorable customer experience that keeps people coming back? Well, in the competitive world of commercial spaces, people are trying to rise above just selling products. They are opting for immersive experiences that engage and connect with the customers on a deeper level. This is the allure of experiential design which creates a holistic experience. Be it a retail store or a restaurant, experiential design fosters a lasting connection between the brand and the audience. In this article, experts from the industry share their tips on creating commercial spaces with the essence of experiential design.
Essence of Experiential Design
Experiential design is about engaging customers through all the senses. This can include visual elements like colour and lighting for a sensory experience. Further, auditory elements like music and soundscapes and tactile elements through textures elevate the overall essence. A key goal is to evoke emotions and create a strong emotional connection with customers. This can be achieved through storytelling and a welcoming atmosphere that reflects the brand’s identity.
Engaging Through Spatial Layout and Visuals
Emphasising the same, Ar. Rajkumar Kumawat, Founder & Principal Architect at Rajkumar Architects asserts, “A layout of the space significantly impacts the experience of the consumers. A well-organised flow makes it easy to navigate different areas. The strategic placement of elements creates focal points and encourages exploration. Moreover, visuals like lighting and signage set the brand’s identity and make it easier to connect with the same.”
Auditory and Olfactory Elements in Design
Embedded in the context, music and ambient sounds can enhance the overall experience. “The choice of sound should align with the brand’s personality. This creates a desired emotional response from the customers. Moreover, scent is also a tool to enhance the overall experience. A carefully chosen scent can enhance the atmosphere and leave a lasting impression on customers. For instance, a coffee shop can use the aroma of brewed coffee to create a cosy and inviting environment”, asserts Ar. Nikita Bajaj Pathak, Founder & Principal Architect at Design21.
Digital Elements and Funiture Displays
Leveraging the essence of technology, many commercial spaces are incorporating digital elements to enhance engagement and add value to customers. “These include touchscreens and digital displays that entertain and avail personalised content. Moreover, often considered granted, the choice of furniture also reflects the brand identity and contributes to an experiential design. Comfortable seating, and ergonomic design in hues reminiscent of the brand, often add to a positive experience”, Ar. Rajkumar Kumawat, Founder & Principal Architect at Rajkumar Architects.
Experiential Design in Various Aspects
Experiential design can be tailored to suit various types of commercial spaces. “For instance, experiential design in spaces like cafes can be about creating a desired ambience. This can involve themed decor, mood lighting, and even the presentation of food and beverages. This enhances the experience and encourages customers to linger and return. Further, in corporate offices, experiential design can enhance the work environment and reflect the company’s values. It can be used to impress clients and visitors, creating a positive and professional image”, emphasises Ar. Nikita Bajaj Pathak, Founder & Principal Architect at Design21.
As the expectations of customers continue, the importance of experiential design promises a better commercial landscape. Ultimately, experiential design is about creating meaningful and lasting impressions that resonate with customers long after they leave!