IE University Panel: Designing for Depth, Not Gimmicks

Sybarite’s Co-Founder Simon Mitchell participated in a thought-provoking panel hosted by IE University, entitled ‘Designing for Depth, Not Gimmicks.’

Alongside fellow experts from the field, the discussion engaged with how designers can create truly transformative retail spaces that foster meaningful encounters without creating environments of pure spectacle and superficiality.

“If you’re not provoking and playing with the senses to create audience participation, then you’ve failed before you’ve even started.” – Simon Mitchell, Co-Founder, Sybarite

Our key takeaways from the panel discussions were:

Simon Mitchell, Sybarite

• Retail design must remain flexible, reflecting and adapting to the constantly evolving retail landscape.
• The creation of a layered space is paramount to instilling a sense of depth and discovery in the user.
• Stepping into an alternative reality, or ‘Moving to Mars,’ provides a universal environment for awe and meaningful connection.

Victoria Schneyer, adidas

• Retail design is a multisensory experience, it is our responsibility to create experiential depth in spaces, beyond just what is seen.
• Designed environments should promote visitors to lose a sense of time as well as themselves.
• Designers must focus on what users will be left with from the space, how to create a lasting user impression.

Benjamin Iborra, Mesura

• Spatial success is measured by whether people continuously gather there, in-turn creating spaces full of life, memory, and history.
• Design should reflect local identity and endure through beauty; by connecting with local culture you are automatically creating something sustainable and enduring.
• Architects must acknowledge their responsibility for preserving culture in their work.

Andrea Caruso, Ciszak Dalmas

• The importance of allocating time for discourse to ensure authentic, lasting designs.
• Craftsmanship is an integral pillar to a successful design; to create spaces of depth and meaning, designers must look to local craft and history for inspiration.
• Retail spaces should honour the faith that consumers put in brands by offering a somewhat ritualistic, respectful experience.