Interior Futures: Immersive Retail

WORKSHOP by the Royal College of Art

13 - 14 November, 2017

DIDI - Building 4, Dubai Design District (d3)

As sales in online purchasing continue to grow, brands and retail businesses are required to generate ever more imaginative ways to lure shoppers into their stores. Consequently, integrated technologies and tactile materials are being used to engage shoppers in 'immersive’ retail ‘experiences’ that stretch far beyond browsing and transactions, but instead offer cognitively compelling, emotionally profound and visually enduring connections to a brand and its values. Indeed, the emphasis on the experience of a product can even be achieved without the product being present. Whether this will be the future of retail is what this lecture and workshop is designed to consider.

Led by Dr Harriet Harriss, Senior Tutor in Interior Design at the Royal College of Art, the lecture showcaseed of some of the most radical tactics used by leading retail brands; identifed how hybridising technologies with tactile interiors increase immersive engagement; explored how innovations from across the disciplines could be transposed into retail design; and considered some of the immersive strategies other spatial sectors - from museums to smart-homes – are using, and consider how these could be appropriated as a means to enhance and expand the possibilities of retail. The workshop invited participants to work in small teams to generate their own visions of what the future of immersive retail might be, concluding with team presentations to a panel of judges comprised of Dubai-based brand consultants and retail designers. 

Image credits. Listing page and above: ADIDAS Springblade Innovation Lab pop up store by Urbantainer, Seoul store design.    

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