Last week I was at Milan Design Week exploring the beautiful city and learning as much as possible about new trends, products and suppliers. A lot of brands put huge effort into their exhibitions and installations and one thing that stood out to me was how all the senses were brought into play.
The image above is from the Lexus ‘Space’ installation at Milan Design Week 2026 which used a 360 degree screen, sound, lighting, smoke and wind to create an immersive experience. Check out this video to get a better idea of how it looked.
In an age of constant doom scrolling, AI and digital reliance, encouraging people to put down their device and experience physically with a space as well as interact with people IRL is becoming ever more valuable.
Interior design is primarily considered a visual profession, people will usually first interact with a space through the window or online, but when they step inside we can consider all the senses to create something you can’t get from a phone screen. It also improves accessibility, considering all senses brings more people into the experience and makes your building a welcoming space for everyone.
Here’s a few quick tips for making spaces more immersive.
Sight
As I’ve just said this is the primary wow factor. The correct use of lighting (and areas of darkness) to highlight products as well as architectural feature lighting makes a big difference. Then we need to consider colour and materials carefully, not overdoing it unless a big statement is being made. A creative decorative feature can make a big impact through a ceiling or wall design, or even a well designed counter or retail display.
Sound
Most places have this covered in their main space, but think about how the sound carries through into the circulation areas and especially the toilets. I’ve even visited some places that have different music in different areas, some using soundscapes to make a really interesting and memorable experience. Make sure you consider acoustics as well, include softer elements like upholstery and planting at a minimum then add specialist treatments if needed to control disruptive noise. If you have a lot of glass in your space this will be even more important.
Taste
If you serve food or drink then this is entirely up to you, but where F&B isn’t the primary purpose of the space there’s no reason you can’t have a good coffee machine or a selection of snacks that are consistent with your brand. Even imagery can help to evoke a sense of taste.
Smell
Again, for F&B businesses this usually comes with the territory, but you can use it to your advantage. Working with a good M&E company can make sure all the delicious smells aren’t just removed but linger in the space. Some brands have developed their own scent used in machines to waft around. Premier Inn use the same shower gel in every site, linking a scent to their brand that is instantly recognisable if you’ve visited them enough times. Also remember that bad smells can ruin everything, a good extraction strategy and system is needed to make sure they don’t get into the wrong places.
Touch
I am one of those people who touches walls and furniture everywhere I go. I think it’s a designer thing. Most people might not notice the really nice materials but they will certainly notice the bad ones. Especially on key touch points like counters, tables, chairs and handles make sure they are good quality and feel nice. Then you could consider nice carpets to bring a softness underfoot or bring in wall treatments. Checking samples is a key way to make sure the specs are right, when we’re pondering over a selection of samples we’re not just looking at them, we’re checking they have a good fell to them as well.
Comfort
This is worth a mention even though it’s not one of the 5 core senses and all of the senses play a part in it. If your space is comfortable people will like it, we’re looking for the Goldilocks result – not to hot or cold, hard or soft, loud or quiet. Besides the points above make sure your seating is nice to sit in, the table/counter is at the right height and the toilets are a good enough size.
Wanna talk?
If you’re interested to know more then just get in touch and let me know how I can help. Likewise if you know someone who might be interested in this then please share this with them.
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