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A Jacquemus installation at Selfridge’s, aimed to elevate the brand experience with sensorial … More spatial design and dynamic scenography Random Studio 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. When Tech Powers Emotion 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…

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Filed under: News - @ June 18, 2025 11:29 am