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HUMANIZING EXPERIENCE CENTRE DESIGN

The world is moving forward expeditiously. Now more and more information is online and competition has increased. The old-time flashy advertisement is no longer enough. Now the customer requires more than just a well-placed sales pitch. It has become more important than ever to establish a kinship between the brand and the customer. That’s what the experience centres are designed for! Designed specifically to make the customer feel part of the brand from the moment they enter.

The experience centre is a TG-FOCUSED establishment, and it is designed accordingly. The design aspect of the experience centre can be divided into three broad categories and each builds on the previous aspect to give the customer a holistic experience that stays with the audience long after they have exited.

THE DRAW   

The experience centre and the brand identity run in a cycle like a yin and a yang. The brand identity influences how the experience centre is designed, aligned with the public perception of the brand. However, as the range of audience broadens.

How the experience centre operates begin to expand accordingly? Consequently, it causes the perception of the brand to shift. And, as it moves, it ripples out changes that let the brand either evolve and adapt according to the public perception and the public’s needs, or the design is modified to make sure that the outlook matches the ideals that the brand portrays.

For example, a brand that is about luxury and living in the moment would lean on more artistic expression, from the visual elements to materials and other stimuli for the rest of the senses, while the brand that dabbles in daily commodities would have a straightforward design, the focus would be on building trust.

THE STORY 

The desire to explore the brand draws the customer to the experience centre - either that or the interaction with the experience centre moves the customer to delve deeper into the brand. Either way, once the initial engagement happens. The next step is to tell the brand story. In this case, the experience centre works as a medium to tell the brand’s story. Starting from the entrance and expanding throughout the centre.

The experience centre design aims to tell the story of the brand uniquely. But in addition to answering “what is” for the brand, the experience centre can also be used to answer “how”. The information and education about the brand are some of the main fundamentals of an experience centre.

So, the design is done in such a way to make the flow of the crowd from one process to the other seamless. The next information building on the previous. The information is given out in bits and pieces to stroke curiosity and to not overwhelm. Enough white space is provided to exemplify the points of focus and prompt exploration and interaction between the customer base itself. The exploratory environment created by the brand serves to further strengthen the brand’s image in the customer’s mind.

WHAT’S NEXT: THE NEW DEVELOPMENTS!

One thing experience centre excels at better than other modes of marketing and employing branding strategy is introducing what’s about to come. And now with the rise of augmented reality and AI, experience centres can be used to ease out the innovations into the market. Using the smaller sample size to experiment and get the masses excited about the future.

As we step into the next era sci-fi is coming more closer. As for the brand, the experience works as a doorway to unlock the future. Experience centres now work similarly to a journey and each junction is a new opportunity to cause awe in those who walk in. The oversaturation of information needs to be kept in mind, and so the experience centre needs to be constructed with enough areas for rest. But the journey need not start at the entrance. The experience centre should be designed like a two-way node in a vast network.

Experience centre has wider margins for try-outs as done by D’Art for Hitachi through the applying “live experience in a live environment”. The experience centre is designed to show the working and interaction of the product with the environment in real-time for demonstration and analysis, combining the “M” layout with the product zone design. As for the retail experience centre, the more direct advertisements make the potential customer excited and interested, then the brand’s network works to make the effort of reaching it effortlessly. While designing experience centres, it is essential to understand that it does not exist in a vacuum but is a part of a whole universe.

Hence, it must not be a waiver far from the primary goals of telling the brand story and delivering an acute memorable experience. Thus, allowing for a more all-encompassing design to encourage interaction with the product or service. Making a positive, vibrant image of how the customer’s life would be better with the product or service in it.

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