Retail Design Brand Experiences through Merging Art, Design, and Science

Retail Design Brand Experiences through Merging Art, Design, and Science

Beatriz Itzel Cruz Megchun (American University of Sharjah, UAE)
Copyright: © 2017 |Pages: 16
DOI: 10.4018/978-1-5225-0666-9.ch011


This work explores retail design from a user experience approach to discuss how consultancies integrate art, design and science in commercial design to create memorable brand experiences. This demand to build a theoretical framework that explores research based user experience and branding in order to facilitate the introduction of key theoretical terms. Subsequently, it examines the relation between art and science within the realm of design in practice. Then, it is possible to choose case studies in which their brands exhibited different approaches to create a coherent identity throughout different touch points when designing their commercial spaces. The aim is to enable professionals to have a holistic view and balanced approach on the design of retail stores considering physical and virtual visual and spatial branding touch points.
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The chapter has four sections. The first section theoretically examines user experience approach in commercial design. It discusses how organizations create co-experiences that reflect emotional responses, expectations, and motivations of a brand. The following section centers in analyzing commercial design from a brand cultural perspective. It inquiries how a brand permeates the visual (or sensorial stimuli) and spatial space and how does it transcends and transits from the physical world to the digital arena and vice versa. The third section explores the intrinsic relation between art and science and design and how this trans disciplinary interplay encourages the creation of unique experiences in commercial design. An awareness of these possible interactions allows generating unique experiences around the brand identity. The last section reviews case studies located on different parts of the world in order to exhibit a variety of approaches to holistic brand value using sensorial physical and digital experiences in commercial design.

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