The Role of Interior Design in Enhancing Customer Experience in Retail Spaces

Abstract

The aim of this article is to study recent retail design literature from a holistic perspective, while also exploring its connection with interior architecture in practice. It explores how physical retail environments are evolving through experiential strategies that go beyond traditional store designs. Drawing from existing theoretical frameworks and practical examples, the study identifies eight experiential strategies used by retailers and designers to shape retail environments today. These strategies are analyzed through selected case studies and are then applied in a conceptual design project as well. Overall, this thesis aims to contribute not only a theoretical fr