Experiential design, also known as experience design, is a topic that has swiftly gained popularity and traction over the past few years, due to the extensive development of technology-driven industries and is nowadays THE marketing buzzword. In marketing and advertising the aim is to create a memorable brand experience for customers. In the digital world, design thinking has long harnessed the user experience design methodology to create unique and memorable digital experiences. It is designed to produce memorable, engaging experiences that make a lasting impression on the user. The principles behind experiential design are grounded in psychology and neuroscience.
But what are the benefits of experiential design for the interior design industry? What do we actually talk about when we talk about a curated design experience? Let’s begin by saying that within the construction industry, experiential design is a broad term that encompasses different industries like exhibition design, placemaking, environmental graphics, and entertainment.
“...interior design must create a science of human experience in the built environment”. Shashi Caan
What is experiential interior design? Why is experiential interior design important?
Experiential design is a process of creating spaces or environments designed to appeal to and delight users' senses, emotions, and intelligence. In interior design, it integrates multiple disciplines to create a memorable interaction and to enhance certain attributes in the overall experience. It can be applied to many spaces, from retail stores, bars, and restaurants to museums, theme parks, and events.
It is essential that one begins with a change of perspective and originates the vision from a human-centered approach to design. Besides functionality, comfort, aesthetics, and integration of the latest technologies, experiential design also addresses the psychological aspects of human interaction with the built environment.
Research has shown that humans recall experiences far more vividly than facts or information. By creating a compelling experience, designers are able to connect with users at a deeper level, creating an emotional bond for the long term. For example, while it is impressive to walk into an aesthetically well-crafted hotel lobby, it is more inspiring and engaging to walk into a hotel lobby that holistically curates the visual and sensory journey from the reception desk to the guest lobby and from the guest lobby to the room.
Modern lifestyles are becoming progressively more eventful, we travel and discover, socialize, and engage in more global causes. Furthermore, the growing dependence on technological devices is extensively changing human behavior in day-to-day life. Creating engagement in public spaces with conventional methods is increasingly more challenging. As consumers look beyond a simple product or service and crave an experience that is meaningful, memorable and shared, experiential design becomes more and more essential in today's world. It is important to recognize the need for evolution in many industries. Whether a marketer, an interior designer, or an installation artist, all progressive professionals are looking towards creating more immersive experiences, be and behold it's “the age of experience”.
How can your project benefit from experiential interior design?
Brands that integrate experiential interior design into their marketing strategies can build competitive advantages, build a stronger emotional connection with customers, and create brand loyalty. While the possibilities of integrating different disciplines are endless, different interiors and functions would involve different elements of experiential design integration. For example, a corporate office would benefit more from environmental graphics that reinforce the corporate message and employee comfort and well-being, and a restaurant might benefit more from adequate lighting design and storytelling through sensory elements. Meanwhile, all public spaces would benefit from curated engagement opportunities. It is safe to say that thorough research involving marketers, brand strategists, and designers is a good starting point for any project type that wants to create the interiors of tomorrow.
What are the key elements of experiential interior design?
Storytelling: A well-crafted story can make an emotional connection with a user, drawing them into an experience and keeping them engaged.
Multi-Sensational Stimulation: Engaging several senses, such as vision, sound, smell, and touch, can make for more immersive and memorable experiences.
Personalization: Tailoring an experience to the user's needs and preferences can create a more individualized and meaningful experience.
Interactivity: Allowing users to interact with a space or environment can create a sense of involvement and participation.
Surprise & Delight: Incorporating unexpected elements or experiences can create a feeling of excitement and delight, leaving a lasting impression on the user.
Is experiential interior design right for your next project?
While it is scientifically proven that our environment influences our mindset, well-being, and behavior, not every project in the contemporary construction industry is interested in this approach to interior design.
However, if you want the property to have a financially competitive advantage in the near future, create a memorable experience in your property, distinctly brand it, and emotionally engage the visitors in the interiors, it may well be the most effective tool for creating a successful destination property.
In summary, experiential design is a buzzword that is here to stay. It is a process of creating a space or an environment designed to appeal to and delight users' feelings, emotions, and intelligence. By incorporating narrative, multi-sensory stimulation, customization, interaction, and surprises and delights, designers are able to craft memorable, engaging experiences that make lasting impressions on users.
STUDIOVN is an experiential interior design studio catering to luxury property development globally. We believe that curated design experience provides the novelty that will indeed become the real differentiator in real estate development. Interested to hear more? Book a call or get in touch today.