The Rise of Experiential Space Design in a Post-COVID World
In the wake of the COVID-19 pandemic, the world of marketing and branding has undergone a cultural shift. With a digital overload that leaves many craving a break from screens, in-person experiences are making a massive comeback. As we look ahead, major brands are turning to physical spaces as a powerful way to engage their audience—offering more than just a product or service, but an unforgettable experience.
One of the most engaging trends is experiential space design—a creative approach where the physical environment itself becomes part of the brand’s story. Instead of churning out another digital ad campaign, brands are crafting immersive environments that invite consumers to interact with their identity, ethos, and aesthetics. These spaces go beyond traditional marketing; they become destinations, inviting people to step into a world that evokes emotion and sparks curiosity.
A recent example of this trend is the Louis Vuitton flagship store on 5th Avenue in New York City. The temporary facade is designed to look like a giant stack of Louis Vuitton luggage trunks, transforming an iconic retail location into an art piece that communicates the brand’s heritage and luxury in a playful, yet sophisticated manner while the store undergoes construction. It’s not just about shopping—it’s about being transported into the world of Louis Vuitton.
As part of the renovation, the brand relocated its flagship store to a temporary location around the corner. Inside, the experience continues with four towering, 16-meter-tall sculptures created by renowned architect Shigematsu. These sculptures, inspired by Louis Vuitton's iconic trunks, stand in the lobby atrium, creating an immediate sense of awe for visitors as they enter. This clever use of space transforms the lobby from a typical entrance to an experiential focal point, blurring the lines between architecture, art, and retail.
Closer to home, we were asked to begin to tell the story of what will become the biggest residential use of hydrogen in North America. Our work on the ATCO Qualico Home Hydrogen project shows how innovative physical spaces can communicate cutting-edge technology while fostering meaningful engagement. Visitors don’t just view the space—they are immersed in the future of sustainable energy. Similarly, the ATCO Energy Discovery Centre is a hands-on environment designed to inspire curiosity about the energy sector. Through interactive exhibits and spatial design, the space encourages learning and exploration, giving visitors a deeper understanding of the future of energy. While these two experiential space designs don't have the cachet or budget of a Louis Vuitton flagship experience in downtown Manhattan, they have proven to be engaging ways to communicate big ideas in the immersive context of the environments that they actually reside. In other words, why not show you instead of just telling you about something as novel as Home Hydrogen?
As we move forward, this shift towards experiential design signals a broader trend: brands are more focused on creating tangible, immersive moments that leave a lasting impression. In a world where the digital space can feel overwhelming, the power of real-world experiences is more important than ever.
