Latest news with #experientialdesign
Forbes
4 days ago
- Business
- Forbes
AI, Retail Design, And The Future Of In-Person Brand Experiences
A Jacquemus installation at Selfridge's, aimed to elevate the brand experience with sensorial ... More spatial design and dynamic scenography As retail reclaims its role as a space for real-life connection and not just commerce, brands are reimagining their physical spaces not just as stores, but stages with consumers at the center. Immersive in-person experiences have emerged as one of the most effective ways to build brand equity and loyalty in an increasingly digital world, forcing brands to rethink their use of spatial design for optimal experiences. At the heart of this evolution lies AI, which is quickly becoming a catalyst for helping brands forge emotional, lasting bonds with consumers. A clear shift is happening in the brand-consumer relationship, with interactions becoming more about experience and community-building rather than transaction. Brands are starting to place culture and emotion, rather than products, at the heart of their ecosystem. To do so, they are increasingly turning to physical spaces: pop-ups, cafés, curated exhibitions, or hybrid stores blending product displays with services. This dynamic is influencing how experiential design comes to life. Daan Lucas, founder of Random Studio, a design studio based in Paris and Amsterdam with nearly 20 years of experience, tells us: 'We see brands looking to relate to consumers in a different way. Exchanges can no longer just be about a brand anymore: now, we see spaces turning into theaters where consumers can become actors and play with a brand.' Generative AI, as it turns out, is proving to be key in delivering such experiences. In this sense, tech is becoming a powerful, value-added tool rather than a gimmicky centerpiece. Incorporating AI into experiential design can transport consumers into a brand ecosystem that goes far beyond the traditional, transactional shopping journey. Last year, Nike developed, in partnership with Random Studio, an in-store installation focused on wellbeing at its House of Innovation in Paris. The activation let visitors embark on a meditation journey powered by AI. In a dedicated space where lighting went from cool to warm, individuals were invited to start breathwork, guided by the tempo of lighting: a blueish resting rate to a rosy pink as the exercise progressed, made possible by a thermal camera that tracked changes in breath rate. This experience gave customers the opportunity to take a break and meditate at their own rhythm, encouraging them to think about wellness, not just sports and movement, when interacting with the Nike brand. Meditation session guided by dynamic lighting and prompts based on customers' own breathing ... More patterns. Incorporating AI into spatial design enables brands to offer memorable, interactive moments that shift the focus from transaction to connection. 'We see AI as a way to connect with people in a way that goes beyond a commercial moment. Technology makes people forget about themselves for a minute and relate to a space and moment, which can feel magical,' says Lucas. Experience becomes the product, and emotional impact the currency. His studio's installation for Glossier's Paris pop-up two months ago perfectly embodies this notion of sensorial experience and emotional connection to a brand or product. Random Studio partnered with Glossier to create an AI-powered pop-up experience to celebrate the ... More launch of its newest fragrance. Glossier's temporary pop-up was built to showcase its latest fragrance launch, for which Random Studio designed a retail experience meant to stimulate the senses and spark an emotional connection, subtly echoing the role of a fragrance. When visitors picked up the bottle of perfume, a camera captured their facial and body expression and sent it to ChatGPT for it to create a poem based on the visitor's clothing, presence, and expression, surprising them with a unique touch. Here, the use of AI and technology was very subtle, designed to provide a romanticized, personalized sensorial experience for consumers. These applications are just a teaser of how AI can elevate brand activations and provide quality, memorable experiences to consumers. While AI has been integrated into retail spaces and visual merchandising for some time now, its applications in experiential design are only beginning to shape the future of brand experiences. Tech-driven activations like projection mapping (a technology that turns surfaces into dynamic displays) and motion tracking are now being enhanced by AI to deliver a new standard of in-person customer experiences. Stores can have visuals that adapt in-real time based on customer demographic and environmental factors and project imagery that is adaptive and relevant to an audience. AI-powered motion tracking enables highly interactive, personalized gamified interactions leveraged today mostly by sports brands to allow customers to engage differently with a brand and its products. As more brands continue to experiment and adopt the technology, stores will become more interactive and agile, evolving with their visitors to deliver seamless personalization and enjoyment. 'Stores will start behaving like digital spaces — they'll become more dynamic. They can respond to the rhythm of the sun throughout the day and adapt their behavior depending on whether there's one person in the store or many. Sound and lighting can shift accordingly,' explains Lucas. For the launch of Chanel's newest watch, Random Studio helped integrate AI into the scenography and the physical space, combining inputs and outputs so that scents, audio, and screen content were all linked and the time of day defined the atmosphere. This resulted in the entire flagship space changing in terms of light, sound, and content to create an unexpected, interactive experience that appealed to all senses and gave Chanel the opportunity to create a lasting impact on visitors. Not only did this application help create total brand immersion in a way that creates memorable moments for consumers, it also shows how stores have the potential to become highly adaptive and relevant to customers in real time. Already now, retailers should be able to display specific products on in-store digital screens based on live weather, showcase product recommendations according to current social media buzz, make custom style recommendations depending on a visitor's outfit…and much more. As consumers increasingly expect and value personalized brand experiences, from product recommendations to brand interactions, retail design will play a crucial role in delivering memorable brand experiences that bring differentiation, boost awareness, and drive lasting impact in consumers' minds. Generative AI is becoming central to powering new standards of in-person brand experiences. The most innovative and forward-thinking brands are already experimenting with it to turn physical spaces into emotionally charged, ever-evolving environments that build lasting impressions with consumers. For brands that wish to build a connection with their audience, investing in physical activations isn't enough. The future of brand experiences will run on AI, not for the sake of technology but as a creative partner in storytelling, experiential design and emotional connection.
Skift
23-05-2025
- Business
- Skift
Find the Perfect Fit: Take the Skift IDEA Awards Category Quiz
Not sure which category to enter in this year's Skift IDEA Awards? Take our quick quiz to find the perfect fit and get a chance to win a trophy, stage time at Skift Global Forum, editorial features, and more! Choosing the right category to enter for the Skift IDEA Awards just got a whole lot easier. This year, we're introducing a new Category Quiz to quickly help you determine the best fit for your travel innovation or experience. Whether you're a destination marketing expert, a hospitality brand, or a cutting-edge tech platform, our quiz takes the guesswork out of selecting the category that aligns most with your strengths. With so many exciting categories - from Experiential Design and Sustainability to Creative Marketing and Transformational Tech - we know it can be a challenge to pinpoint where your entry shines brightest. That's where the quiz comes in. In just a few clicks, you'll answer a series of thoughtfully crafted questions about your project's focus, impact, and innovation. The quiz then matches you with the most relevant category (or categories) so you can submit with confidence. It's fast, helpful and a great starting point for making your IDEA Awards entry stand out. Ready to find your perfect match? Take the quiz here. What You Can Win Winners of a Skift IDEA Award receive more than just recognition, they earn a spotlight on one of the industry's biggest stages. Here's what's in store: A physical trophy to proudly display your achievement to proudly display your achievement A moment of celebration on stage at our largest event - Skift Global Forum in New York City in New York City A full digital brand kit to showcase your win across channels to showcase your win across channels Inclusion in editorial coverage on viewed by the global travel industry on viewed by the global travel industry And more to amplify your impact Once you've found your category, head over to to start your submission.
Tahawul Tech
20-05-2025
- Business
- Tahawul Tech
How Immersive Environments are Changing Hospitality, Retail, and Public Spaces
Bahir Omar, Founder & MD Virtuwall, explores how projection technology, digital art, and interactive media are reshaping hotels, malls, and public areas to enhance engagement and storytelling. Emerging visual digital experiences transform how people interact with their surroundings, turning everyday spaces into captivating canvases that invite exploration and wonder. From elegant hotels to bustling malls and lively public squares, brands are redefining engagement through innovative visual art, interactive displays, and projection technologies that spark curiosity and connection. Beyond Branding: Why Experiential Environments Are the New Brand Language Every brand has a story. But in a digitally accelerated marketplace, it's no longer enough to tell that story—you need to show it, feel it, live it. Experiential environments offer companies a way to position themselves not just as service providers or product sellers, but as storytellers of emotion, legacy, and relevance. Through visual activations like digital installations, projection mapping, and interactive media, brands can transform static spaces into responsive, living environments that communicate who they are and what they stand for. Whether it's a multinational celebrating five decades of milestones or a fast-growing tech startup announcing its arrival, experiential design gives businesses the agility to visually express their identity—and customise it based on customer feedback, seasonal trends, or market movements. For forward-looking corporates, experiential visual design offers a new lens through which legacy is celebrated and culture is shared. Companies can now turn their headquarters into curated storytelling spaces, impressing clients, motivating teams, and reinforcing their values through visual theatre. This approach is more than aesthetic—it reflects strategic intent. It shows the company is digitally fluent, people-centric, and culturally aware. In regions like the GCC, where business is deeply relationship-driven, this added layer of sensory connection leaves an impact. Hospitality Reinvented: Crafting Memorable Journeys Considering how competitive the hospitality space is becoming, establishments are turning to innovative visual display technology to offer guests experiences that are as memorable as they are enchanting like, projection‑led 'story‑dining' restaurants where tabletop visuals sync with each course; gesture‑controlled lobby walls that unveil navigational guidance as guests may seek; ambient LED corridors that shift colour palettes throughout the day; in‑room interactive screens that let visitors tailor ambience, sound, and more. This approach not only elevates the guest experience but also reinforces the identity of the property as a destination that celebrates creativity and innovation. Retail as Personalised Experiences for Every Shopper In the retail world, attention spans are short, but experiences linger. Gone are the days when a display window was just glass and mannequins. Today's leading brands are blending interactive installations with sensory storytelling, deploying an array of visual elements like motion‑triggered window projections that animate products, anamorphic LED façades, touch‑and‑talk discovery kiosks that serve personalised styling tips and more, to turn shopping into something far more personalised and exploratory. Public Spaces Reimagined: Cities with a Pulse Public areas in the UAE are embracing the digital wave, enhancing community life with installations that celebrate culture and invite collective participation. From parks and plazas to transit hubs, digital art is being used to create visual activations and experiences that resonate with residents and visitors alike. From parks and plazas to transit hubs, visual activations create experiences that resonate with residents and visitors alike— from waterfront promenades that host holographic sculptures in-tune with festival colours; metro stations that feature interactive way‑finding totems to adapt to real‑time crowd flow; interactive displays and projection mapping on historical buildings tell past stories, and more, these installations beautify urban spaces and foster community pride, turning everyday commutes and leisure strolls into moments of shared discovery. Technology That Transcends: Behind the Visual Magic At the heart of these experiential experiences is a suite of advanced technologies that bring visions to life with precision and flair. High-resolution projectors, responsive sensors, and sophisticated interactive software work in unison to create environments that react to human presence. Local innovators are pioneering solutions that blend creative storytelling with technical expertise. These partnerships have allowed for the development of installations that are not only visually captivating but also deeply connected to the cultural nuances of the UAE. By embracing the latest in digital technology, these projects continue to set new benchmarks for engagement and artistic expression. Through sensor-driven installations, motion-triggered visuals, and immersive showrooms, Virtuwall helps retailers shift from transactional spaces to emotional ones. When customers participate in the brand's world—touching, sensing, and navigating their way through narratives—they form deeper, more lasting connections. The result? Stronger brand equity and a reason for shoppers to return—not just to buy, but to experience. Image Credit: Virtuwall
