Trends in Experiential Design
In the ever-evolving landscape of commercial design, customer experience has taken center stage. Traditional retail models are being redefined as businesses recognize the need to go beyond mere transactions and create memorable and immersive encounters for their customers. This shift has given rise to experiential retail, a dynamic approach that seeks to engage and captivate consumers on a deeper level. We’ll explore how we’re seeing experiential design in our focus markets; dealerships, hotels, retail and even manufacturing spaces.
Dealerships
The automotive industry is no stranger to experiential retail. Car dealerships are moving away from the traditional showroom model, adopting interactive displays, virtual reality experiences, and onsite landscaping built for test drives to engage potential buyers. By allowing customers to touch, feel, and experience the features of a vehicle, dealerships are creating a more personalized and memorable car-buying journey. The latest Genesis Dealership focuses on eliminating the stress of buying a car by creating a stress-free “living room style” showroom. The atmosphere exudes tranquility, with a blend of minimalist aesthetics and luxurious comfort. The layout is intuitively organized, with strategically placed private consultation areas, allowing for focused discussions without the distractions often associated with traditional dealerships.
Hotels
Hotels are redefining the guest experience by incorporating experiential elements into their design and services. From themed rooms and interactive check-in processes to immersive dining experiences, hotels are becoming more than just places to stay—they are destinations in themselves. The hospitality industry understands that creating memorable moments goes beyond comfortable beds and room service; it involves crafting an entire experience that guests will cherish.
The newly built Tru by Hilton hotel in Sandusky is a year-round destination, with Cedar Point Amusement Park and The Force Sports Park both within a 10-mile radius. To reflect the local tourism, the interior design was customized with murals to celebrate the community’s offerings.
Manufacturing
Even in manufacturing, experiential design is gaining traction. Open-house events, factory tours, and interactive showcases are being used to demystify the manufacturing process and connect consumers with the products they use. Companies are inviting customers into their production spaces, allowing them to witness the craftsmanship and quality behind the scenes. This not only fosters transparency but also builds a stronger emotional connection between the brand and its audience.
Sonny’s Enterprises Inc. – Conveyorized Car Wash Equipment Leader frequently invites their clients and end-users into their facilities to increase brand awareness. They give virtual tours via Youtube, offering a glimpse into the various departments and job opportunities. Their Mentor, OH facility was specifically designed with aerial walkways to give their clients a safe overview of the facility.
Retail and Restaurant
Themed restaurants offer a unique opportunity to create a narrative that resonates with patrons from the moment they step through the door. Whether it’s capturing the ambiance of a bygone era, transporting guests to exotic locales, or bringing fictional worlds to life, the approach involves meticulous attention to detail.
Daves Cosmic Subs Corp. is a sub shop that wanted to pay modern homage to the rock and roll genre. Each of the restaurants replicate a love of music, art and good food. Rock and roll memorabilia and edgy murals created by local artists adorn the walls. A customized juke box experience adds to the immersive environment. Industrial materials create a stage-like atmosphere, rounding out the rock n roll vibe. The first rollout of this concept is under construction in Toledo, OH.
Experiential retail is reshaping the way businesses interact with their customers across various industries. The shift towards creating immersive, memorable encounters reflects an understanding that modern consumers crave more than just products or services—they seek meaningful experiences. Whether it’s a retail store, a car dealership, a hotel, or a manufacturing space, businesses that invest in experiential design are not only staying relevant but also forging stronger, lasting connections with their audience. The integration of art, technology, creativity, and human interaction will continue to drive the evolution of experiential retail, making each customer experience worth remembering.
March 05, 2024