The term is heard a lot in retail - but what does it actually mean, and how can retailers provide the experience shoppers are coming to expect.

Experiential Interior Design (EID) is the practice of employing experiential values in interior experience design. EID is a new design approach to interior architecture based on modern environmental psychology emphasizing human experiential needs. - Wikipedia

Experiential Retail Design

Why are retailers investing and paying so much attention to experiential retail design?

Retailers are increasingly investing in and researching experiential design, to provide shoppers with memorable experiences which give them a reason to keep visiting physical stores. 

As the amount of online purchases increase, retailers are working hard to create omnichannel experiences that seamlessly combines online and in store sales whilst providing consumers with brand experiences, whether physical or digital. 

More and more consumers are researching products online to find out information such as price, availability and product details, which means when people finally visit a store in person, there is higher intent to purchase.

If retailers can offer ‘more’ i.e. added value services such as personal assistants, or complementary collaborations such as Habitat’s pop-ups within Sainsbury’s stores, shoppers are more likely to make the effort to visit a store.

Retailers can also take a more psychological approach to ‘experiential design’. Westfield found that shoppers like all their senses to be engaged when visiting, and incorporating these can create better experiences.


Lush’s Oxford Street store indulges shoppers into a fully immersive brand experience with demonstrations, multi sensory event spaces and interactive displays.

The Oxford Street flagship store incorporates several new concepts including a Gorilla perfume gallery and hair lab as well as regular in store classes and events. 

A massive share of UK shoppers said that touch and feel, and trial of the products, was the main benefit of physical stores (73%).

We’re developing products to make it easier for retailers to take advantage of this.

We worked with Active In Style - a modern women's activewear brand, in their London flagship store to create effective retail displays that maximised the brand's physical presence.

A Magnetik lightbox featured at the rear of the store to entice customers through the retail space and a 25|25 modular display system was fitted into the store's alcoves to give the space a sleek modern feel.

Magnetik is a concealed product display system which combines innovative engineering with our tension fabric system. The outcome -  magnetik ‘floating’ shelves which enable easy to change eye catching product displays and promotions.

The Magnetik system comes with a range of accessories, brackets and magnet configurations that can be easily repositioned to fit with new graphic displays.  

Find out more about Magnetik or read the full case study here.

If you would like advice or more information on how to implement experiential design features into your retail space, contact our team.