Made for Walking: Urban Design and Customer Experiences

AS FALL APPROACHES AND the industry launches into awards season, one topic central to my thinking and writing in 2024 is the importance of multisensory experiences in retail and hospitality design. In the study “The Future 100: Trends & Change to Watch in 2024,” VML Intelligence reports that 63 percent of consumers crave multisensory brand experiences and 72 percent hunger for new experiences to engage as many of their senses as possible. These statistics highlight a significant consumer demand for immersive and multisensory experiences, and it’s not only evident in retail environments but also as a way of life.

I’ve recently relocated from New York City to downtown Tampa. I was looking for an area where I could live, work and play that would be as close to my experience of NYC as possible – a walkable neighborhood that was vibrant and culturally expansive. I chose a new community called Channel District, and I live at its heart on Water Street. It is a walkable neighborhood with thoughtful urban planning, accessible amenities and a strong sense of place.

Lush is a prime example of how to engage customers through multisensory merchandising. PHOTO: LUSH RETAIL LTD.

Consumers seek well-thought-out and accessible neighborhoods and communities like Channel District – ones that support diverse, fun, multisensory experiences. Here are some key elements and tips that contribute to a walkable community that serves as a stage to engaging retail experiences:

Mixed-Use Development

• Incorporate Residential, Commercial and Recreational Spaces: Integrate housing, shops, offices, schools, parks and other essential services within proximity. This encourages walking as residents can easily access daily needs without relying on cars.
• Prepare for Higher Density: Develop neighborhoods with a compact layout to make destinations within walking distance. Higher density often means more amenities are accessible within a short walk.
• Widen Sidewalks and Crosswalks: Ensure sidewalks are spacious, well-maintained and include safe, well-marked crosswalks. This encourages walking by making it comfortable and safe.
• Integrate Traffic Calming Measures: Implement strategies like speed bumps, raised crosswalks and narrow lanes to slow down traffic, making streets safer for pedestrians.

Sustainable Design

• Plan for Eco-Friendly Infrastructure: Incorporate green infrastructure like permeable pavements, rain gardens and bike lanes to encourage walking and cycling while supporting environmental sustainability.
• Look Toward Energy-Efficient Buildings: Design energy-efficient buildings, reducing the community’s overall carbon footprint. Most buildings in this community are WELL- or LEED-certified – or both.

Inclusive Design

• Implement Accessibility for All: Ensure that sidewalks, crossings and public spaces are accessible to people of all ages and abilities, including those with disabilities.
• Add Affordable Housing: Provide a range of affordable housing options for different income levels, ensuring diversity within the community.
• Use Good Lighting: Install adequate lighting on streets and public spaces to ensure safety during evening hours.
• Make Safety Visible: Foster a sense of security through community policing and well-maintained public spaces.

Green Spaces, Parks and Public Transportation

• Have Accessible Public Spaces: Integrate parks, plazas and green spaces within the community. These spaces offer recreational opportunities and make walking more enjoyable.
• Create Tree-Lined Streets: Plant trees along streets to provide shade and improve aesthetics, making walks more pleasant. One thing that most impressed me about the Water Street area is that plants and trees are everywhere in well-designed pots and elevated landscaping.
• Make a Well-Connected Street Grid: Design a street network that is interconnected, with multiple routes to any destination. This reduces walking distances and enhances accessibility.
• Think About Public Transportation Links: Ensure the community is well-connected to public transportation options, making longer commutes possible without relying on cars. (I haven’t had a car for 10 years, but I have recently purchased a Hiboy foldable scooter to take with me on the bus.)

Community Engagement

• Encourage Resident Involvement: Engage residents in planning to ensure the community meets their needs and fosters connection.
• Facilitate Community Events: Organize regular events encouraging residents to unite and explore their community, further enhancing walkability and social cohesion. My building offers residents happy hours, cooking classes, exercise demonstrations and local fare pop-ups for experimentation and tastings.
• Support Businesses and Cafes: Support local businesses that provide places for residents to gather and interact, strengthening community bonds. I have encountered multisensory branded experiences over the years that have left an important and impact impression on me personally and professionally:
  • Lush stores are designed to engage multiple senses. The vibrant colors of the products catch the eye, the rich scents of natural ingredients fill the air, and customers are encouraged to touch and try products, engaging their sense of touch. The stores often play calming music, enhancing the sensory experience and creating a relaxing atmosphere. During a scouting trip, I remember my first time going into this new concept in London. It took over all my senses and immersed me into buying all the fizzy ball scents I could not wait to enjoy.
  •  The Starbucks Reserve Roasteries provide an immersive coffee experience around the globe. These locations are designed to engage all senses: the sight of coffee beans being roasted, the rich aroma of freshly brewed coffee, the sound of beans being transferred through tubes before being ground, the feel of handcrafted drinks, and the taste of exclusive coffee blends. Each element is carefully curated to create a unique coffee experience for everyone. I’ve had the opportunity to experience New York City, Shanghai, Tokyo and Milan.
• Think of Cultural Spaces: Include spaces for art, performances and cultural events to enhance the community’s vibrancy and give people more reasons to walk around. There is so much in the Downtown Tampa area – from the Tampa Museum of Art to the Amelie Area, there is always something to inspire and engage the senses.
  In short, I have always believed that design, design thinking and diversity of thought can solve problems for the human condition. Whether personally or professionally, I’m always looking at life experiences through that lens.
  Creating thoughtful, engaging experiences that support a better, healthier way of living that stimulate multiple senses through engagement, the kind that leave a lasting memory or impression you want to share with others … This is what makes me tick. This is my purpose. This gives me joy – and I hope it gives you joy, too.

PHOTO GALLERY (44 IMAGES)
📷 LUSH RETAIL LTD.