Nowadays, big brands understand that it is no longer about displaying products in a window, but about generating an emotional impact on consumers. Thus, the idea arises of turning the sales areas into "scenographic spaces", true stagings where an object is not offered, but rather sensations are provided that contribute to generating a positive shopping experience for the recipient.
The scenographic setting of an experience does not focus on ornamentation, beautification or orderly arrangement. Nor is it intended to entertain consumers: it is about involving them. To achieve this, not only must physical spaces be modeled, but the relationship established between the actor (company staff) and the spectator (client) must also be guided.
Working from all the unconventional spaces (corridors of the premises, gondolas, boxes, parking, etc.) the customer is impregnated with a feeling that makes them enjoy at the point of sale, buy, and what is even more important, want to return.
Turned towards these spaces, the eye of the viewer (customer) selects what he or she looks at, and "builds" or "sets up" its own scene (shopping experience). The objective of the companies is to stage the shopping experience in such a way that the involvement of the individual carries a memorable memory.
The tangible attributes of a product or service influence customer preferences less than the emotional and sensory elements associated with the total experience. To achieve impact and participation, set designers turn to products that impress the senses (for example, textiles, lighting, illuminated controls, audio equipment, flavor ingredients, and fragrances). Knowing how to combine them stimulates the five senses and improves memory.
For this reason, it is no longer about stained glass decoration or settings, but about taking a leap forward. Only those companies that regard their financial offerings as a rich experience, not just a distinguished product or service, will succeed.
