Create identity, activate senses

[Bappy7]

Based on his research, which is based on a series of interviews with Dutch retail experts, Erdman concludes that four of the seven principles are relevant for shopping areas in the Netherlands. Achieving harmony, removing negative impressions, involving all the senses and creating identity are the most relevant principles. Creating a theme, for example, is not relevant according to the research. This is said to be due to the down-to-earth nature of the Dutch, the fact that the Dutch would not want to pay extra for thematic shopping and the quality of many historical Dutch city centres. The increase in turnover in thematic shopping areas with outlet stores such as Batavia Stad that was recently announced seems to contradict this point. However, the increase could also be caused by the fact that people become more interested in outlet stores in times of economic decline and not by the appeal of the VOC theme.

For each relevant principle, Erdman mentions the methods most frequently brother cell phone list mentioned by experts to realize this principle. For creating identity, a frequently mentioned method is, for example: paying attention to realizing the right atmosphere and sense of security in a shopping area. For activating the senses, a frequently mentioned method is, for example: paying attention to the lighting, smells and sounds (acoustics) in a shopping area. The four design principles that are relevant to shopping areas that Erdman proposes can serve as a basis for consulting and observing visitors of shopping areas regarding experiences.

A book that also offers insights for creating experiences in commercial environments is “ Brand Lands, Hot Spots & Cool Spaces ” by Christian Mikunda from 2004. He has developed a recipe book for creating experiences. He describes the following four guidelines: be visible by creating a “landmark” or beacon, ensure that visitors are stimulated to walk around and explore the place, ensure a concept that runs like a thread through the place or area and ensure a special attraction that people simply have to see.