Truths, realities, and tension are the defining elements of this age. But these are also the aspects that people of this generation want to stay buried and never rise. These are the sides of the world they wish they never knew. That's why escapism has become the music of this generation.
With all the uncertainties and crises taking place, the youth is only able to see the darkened ceiling instead of the stars. So, they are set on finding solace in any space, with brands or even in physical retail stores. They are open to any medium that can make the world around them fade away.
That's why brands are opting for dreamlike, surreal, and theatrical moods with crashing and cluttered colors to create drama with an element of surprise for their target audiences. They hire boutique interior design services who can sprinkle all the trending and upcoming ingredients of the industry. And these creatives try out every idea that comes out of their Pandora box. Some of those ideas are mentioned below.
Perspective designs
Young minds of this generation are carving for fresh and unconventional store designs.
According to a survey, more than 50% of the shoppers claimed that they would like to shop from a store where they can get an interactive and engaging experience. That's how the design industries started focusing on raw and authentic aesthetics.
Experts integrate clever and fun prints and patterns for the walls and floor. They also add mirrors to give the store a more immersive look and give a creative blending illusion.
For example, Officine Universelle Buly, a French brand in its Tokyo flagship, has deliberately implemented raw and unbalanced aesthetics with different angles to attract people's attention.
This brings a new perspective to the store and makes it abstract. Adopting this approach fabricates the space to look more fulfilling and big while catching the consumers' attention due to its uncanny charm.
Sprinkling the element of surreal horror
Bold and unnatural aesthetics are on the rise among this generation. The rapidly climbing popularity and production of horror shows and movies are also a testament to this.
This concept may be on the rise because of the continuous mishaps and crises, and they are drawn to the dark things. Experts have already gotten a whiff of this obsession and are working towards tackling it.
They are integrating enthralling visuals to evoke the emotion of awe and get a wide amount of engagement from the consumers. They leverage divergent gothic themes, props, and displays to create that unsettling feeling that blurs the lines of reality and fantasy.
For example, Tamburins opened a new store in Seoul, and this store of the Korean beauty brand consists of oversized wax candles. These candles are shaped in the form of big cats to provide a fantasy-like and unique experience.
Inducing Lo-fi in the Designs
This generation is filled with diverse people, some who have accepted the darkness and others who want to erase the shady side of the world.
And the implementation of lo-fi concepts in the interiors of a store is done for the later kind. It's done by leveraging recycled and reused waste and construction materials like cement, concrete, plaster, and plywood. This not only creates the aesthetic young minds are searching for but also helps brands win the consumers' favor for supporting sustainability.
For example, in Nike's Seoul store, shoeboxes and trolleys are used as fixtures to showcase the products.
Anxiety-inspired designs
In this era of attention recession, one thing that can instantly catch their attention is something that's relevant to them. And the most relatable element to them these days is - anxiety.
That's why even retail interior designers emphasize the concepts of tension and anxiety through their insightful and abstract designs. They are curating anxiety-inducing experiences in the stores' interiors through fixtures and non-traditional elements to have that 'wow' factor.
For example, Reflect Studio, a clothing brand in its Istanbul store, features fur lining in its fitting room. The idea behind implementing this element was to make the shoppers feel trapped in a dark and textured vessel. It's not soothing, but an experience that intrigues people to try it out at least once.
Apocalyptic designs
It seems like the design industry has moved to adopt the movements of English literature. That's why they are taking out all the uncanny and dark atmospheric designs to create an unconventional environment that can lure people in.
These designs entail the feeling of fear and uncertainty that are inspired by the apocalyptic movies that people like. Plus, this approach also shows that the brand acknowledges the climate change and crisis.
Experts enforce cluttered and smashed designs to evoke the feeling of shock and provide a sensorial experience. While also taking inspiration from nature, they experiment with reflections and shadow lights to create a sinister vibe.
For example, Reebok's new store in South Korea has an apocalyptic vibe that's implemented through cracked walls and stones that highlight the raw and unfinished design.
Maximalism
Not all spaces are supposed to look and give the same vibe. To be different from others, there are some brands that accept the maximalist charm.
For them, stores aren't just stores. Instead, they are turned into a big playground that centers around joy and adventure. They are pulling all the vibrant colors closer to achieve a happy and fun aesthetic.
Professionals use colorful accents and apply the same material and color all over the store to get that punchy vibe. And, getting more eyeballs isn't a bad deal as it leads to increased foot traffic to the store.
For example, Diesel's new store in Milan is based on a multi-sensory silver-wrapped concept where all the store interior is wrapped up in silver, except the products. Along with providing a fresh look, this concept also puts the focus solely on the product.
Places filled with quirky props and creative interiors work as clickbait for social media, as everyone likes to experience something different and unique.
Final Verdict
A generation that's been moving with fear and anxiety at its heart, it's difficult to just pull them out of that mindset. However, brands are testing out and exploring every side of consumer behavior. They are breaking the boundaries and standing out by adding elements of tension and mystery that will encourage the consumers to interact with the brand through relevant designs. Hence creating a unique experience that will yield results for a very long time.
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