What is spatial design and why does it matter?
Spatial design is a relatively new conceptual design discipline that crosses the boundaries of traditional design specialisms such as architecture, landscape architecture, landscape design, interior design and service design as well as certain areas of public art.
It focuses upon the flow of people between multiple areas of interior and exterior environments and delivers value and understanding in spaces across both the private and public realm. The emphasis of the discipline is upon working with people and space, particularly looking at the notion of place, also place identity. As a discipline it uses the language of architecture, interior design and landscape architecture to communicate design intentions. Spatial design uses reach methods that help with the identification and determination of place.
What is the next big thing in spatial design?
Space is where we encounter experiences, real people and create memories. Space was here before digital was and will be there when digital is replaced. According to Michael Keller of BLACKSPACE, space is the next big thing – as everything we experience is in a space, it is becoming part of our DNA. He believes that space is fundamental to customer experience, it is pinnacle to creating lasting experiences and memories that digital cannot do. Digital however needs to be carefully considered as part of the customer journey.
Experience – companies are shifting from what looks nice to what works well for the customer, and experience is central to this. We are living in era that brands need to have engaging, memorable and meaningful experiences in order to build strong connections with the customers and employees. It is vital that a brand is connecting with consumers values and interests to create these experiences. When looking at a physical space it’s not just what does it look like, but how it connects with the consumer, how the consumer uses the space, how it can benefit their lives and how is the brand communicated.
Why does this matter?
As part of the Interior Architecture and Design course that I am currently studying, space is an important factor when considering the design and answering the clients brief. How we use the space and interact with it is crucial to delivering a successful design. Whether it is an exhibition design, museum layout or a house extension, how we use, move and what activities we conduct in the space direct and influence the design. It is also taking into account when it comes to an exhibition stand or retail space, how the customer interacts with the brand and the product – again different areas will have a different purpose which also directs the design. For example, the below is a jewellery shop and it shows where and how people will interact with the different areas:
Different spaces/areas have different purposes and the above example demonstrates how the customer will move around the space, interact with the brand and the products available. This is a good starting point when planning a design based on how people will use a space. From here we can start to create a brand experience, which is key in creating a memorable and lasting brand experience. In the above areas we need to consider how the brand is communicated to the customer and how they can interact with it.
An experience is about creating meaningful memories, so in this instance it is understanding what the customer is looking for, demonstrating the different offerings, how the product would enhance and benefit their life, how can the experience created be lasting and feel special and if the sale goes ahead; provide a long lasting impression to encourage repeat visit/purchase.
I think we can all create unique and interesting designs, which can be interpreted in our own creative way, but we can’t ignore the fundamental aspect, which is space, and how we interact with it. I have found learning about this and how it determines and manipulates a design really interesting and is fundamental to a successful or a floored design.
