Project R-6607

An "Experience Design Generator" : Designing the retail store experience through architectural and interior elements. (Research)

The retail world is experiencing difficult times. The crisis and the "digital disruption" - the advent of online retailing and other digital developments - has ensured that competition between retailers has hardened. The consumer is also very changed by this evolution. For as physical retailers and consumers to be loved should be much more used than before. An advantage and strength of physical stores -where they, much more than their online variants on must and can inzetten- personal contact (service) and experience in the store. Betting on perception today is no longer a luxury but a necessity for survival. Although retailers know they have to act, they do not always know how, making them even too much of a wait (survival) posturing right now, with a homogenization of the retail landscape as a result. Although designers are indeed concerned with the creation of perception, there is generally little innovation to notice.

01 October 2015 - 30 September 2017