IIDA Perspective - Summer 2018 - 32

establishments, designers need to assess every aspect of
the environment to be sure it won't negatively impact the
food produced.
Malnar notes that sensory design can be used to enhance
the taste experience by creating a setting that is conducive
to enjoying a meal. Creating a sound environment that
allows for quiet conversation, for example, creates a sense
of intimacy and slows the pace of the meal so diners can
savor every bite.
At the same time, the other four senses can influence
what patrons want to taste altogether. Spence has written
extensively about research that shows when restaurants
play music from a certain region, for example, customers
tend to buy more wine from that region.

n

Designed to Feel

}

Nespresso used touch-such as Alpi wood tables adorned
with ground coffee that shoppers can run their fingers
over while browsing-to enhance the design of its new
boutique store in New York, New York, USA.

Touch also can help tell a brand's story. Nespresso,
for example, adorned the Alpi wood tables in their new
New York-based concept store with ground coffee that
shoppers can run their fingers over while browsing.
And b8ta, a retail showroom in San Francisco that
Gensler designed, lets tech companies rent display space
where consumers can test their products. Each display
is designed to provide easy access to products where
customers can learn and play. Tablet displays also collect
data on how customers engage with each product.
Innovative designers also are looking at new ways to
make even the most conventional touch points more
touch sensitive. Seidelmann recently created a new store
design concept for Hoka One One, a global athletic
shoe company, that lets customers test running shoes on
different surfaces in the store that simulate gravel and
concrete, among other surfaces. "It lets them feel like a
professional runner," she says. The new design will be used
for stand-alone and partner stores with the first outlets
expected to open this year. n

32

perspective

iida.org/perspective

Photo by: (top) Nespresso; (left) b8ta; Hoka One

Retail showroom
b8ta lets tech
companies rent
kiosks where
consumers can
get a feel for
their products.

When consumers enter any environment, touch is a natural
part of the interaction. Whether they pick up a product
and start testing it out, feel fabric on a guest bed, or settle
into a plush chair, users value touch. Designers should keep
that in mind when making every design decision, Vodvarka
says. "You want material that begs to be touched."
Designers always have been thoughtful about fabric
choices and the way furniture or flooring feels. But the
experience of touch goes further.
"Tactile elements allow people to try out products,
which leaves a strong imprint in a person," Seidelmann
says. "This leads to the creation of a connection between
a customer and a brand, improving brand loyalty and
identification."
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Table of Contents for the Digital Edition of IIDA Perspective - Summer 2018
