“I lived the experience.” Today we hear this phrase everywhere: in gastronomy, in wineries, in tourism. Everything seems to revolve around a word that suddenly became essential. But was it really sudden? I don’t think so. To understand why experiences are on everyone’s lips, we have to look back, to that moment when the world stopped.
An unexpected turn
When the pandemic hit, we found ourselves isolated from one day to the next. We were forbidden to go out, hug, or talk face to face. We lived behind screens, trapped in a virtual world that, although functional, could never replace the human world. I remember how strange it was to walk down empty streets or hear the silence in cities that were always full of noise.
And when we slowly found our way back outside, something had changed. Fresh air was no longer a minor thing; it was a privilege. Walking in the sun, chatting in person, even smelling the aroma of freshly ground coffee in a café, things that had previously gone unnoticed, now had a new value. We wanted more than just to see; we wanted to feel.
The awakening of brands
This need to feel, to reconnect with our surroundings, has also transformed our way of consuming. Good food or a quality product is no longer enough for us. We want to be moved, to experience something unique. We want experiences.
The brands that understood this change were the ones that managed to stand out. A restaurant is no longer just a place where you eat well. Now it is a space that tells a story, where every detail, from the lighting to the design of the dishes, seeks to make you experience something unforgettable. The same happens with stores; it is no longer just about selling a product, but about inviting the customer to enter a universe that connects with their emotions.
Relief for designers
As a designer, I can say that this change was a relief. For a while, it seemed like the online world was going to wipe out physical spaces. But it didn't happen. And it won't happen. The consumer has changed, and with it, the rules of design. Now, every project is an opportunity to create something that transcends the aesthetic, something that touches people's hearts.
Retail stores have become stages where brands interact with their customers, not only through what they sell, but also through how they make them feel. Creating these spaces is a challenge, but also a privilege.
Conclusion
Today, more than ever, designing is about creating experiences. Spaces that tell stories, that excite and that make people want to come back again and again. And that is the magic of commercial design: we don't just design walls and furniture, we design moments. Because, at the end of the day, what really remains is the experience.
By Maria Jose
Creative Director
Maluk Interiors
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