IIDA Perspective - Summer 2018 - 29

Photos by: (above and previous spread) L'Occitane UXUS © Michael Franke

visual design, including warm yellow tiles, touches of rose
gold, and a harvest table that come together to create the
feeling of sunny, Provencal France, which is at the heart of
the brand.
To fully exploit the sense of sight, designers should
experiment with dynamic, programmatic visuals, says
Michael Neuman, digital experience design director,
Gensler, San Francisco, California, USA. He notes that
current trends in design visuals include cloth displays
featuring color-changing smart threads that transform
fabric into a computerized display. Researchers at the
University of California, Berkeley in Berkeley, California,
are developing one version of this technology. "It reflects
color beautifully," Neuman says. It also absorbs sound,
making it more appealing because it reduces the din of
white noise.
The technology also can be interactive. For one of
Gensler's clients, a coworking space focused on data
science, Neuman and his team prototyped a fabric smart

map that can act as a display for geospatial data. "It can
read a data feed and visualize geographic stories, such as
weather patterns, taxi movements, or city trees," he says.
"Because of its material and location within the open space,
it has the added benefit of reducing ambient noise levels."
Then there are the spaces that offer full virtual reality
experiences, which let people interact with products
in new ways. U.S. hardware chain Lowes, for example,
installed Holorooms in 19 stores where shoppers can enter
a 3D mock-up of their renovation plans and move around,
testing various products.
These design choices create experiences that sear a
space or a brand in a user's mind, Seidelmann says.
Designers, however, must make sure tech elements add
value to a brand. Video screens or massive art installations
can overwhelm users, shortening the time they are willing to
be in a commercial space, says Alison Carr, NCIDQ, retail
design director, Gensler, San Francisco. "These choices have
to be relevant to the user journey or they won't make sense."

summer 2018

L'Occitane's
new flagship
store in London,
England,
designed by
FutureBrand
UXUS, aims to
immerse visitors
in the French
beauty brand's
botanical vibe.

perspective

29



Table of Contents for the Digital Edition of IIDA Perspective - Summer 2018

IIDA Perspective - Summer 2018
From IIDA
Contents
Next
World View
Sum of Its Parts
Talk, Talk
Data Viz
Pre/Post
I Design
Every Where Has a Why
More Than Meets the Eye
To The Max
Picture It
DNA of a Design Firm
Scratch Pad
Insider Intel
IIDA News + Updates
Why This Design Works
IIDA Perspective - Summer 2018 - IIDA Perspective - Summer 2018
IIDA Perspective - Summer 2018 - Cover2
IIDA Perspective - Summer 2018 - From IIDA
IIDA Perspective - Summer 2018 - Contents
IIDA Perspective - Summer 2018 - 3
IIDA Perspective - Summer 2018 - 4
IIDA Perspective - Summer 2018 - 5
IIDA Perspective - Summer 2018 - Next
IIDA Perspective - Summer 2018 - 7
IIDA Perspective - Summer 2018 - 8
IIDA Perspective - Summer 2018 - 9
IIDA Perspective - Summer 2018 - World View
IIDA Perspective - Summer 2018 - 11
IIDA Perspective - Summer 2018 - Sum of Its Parts
IIDA Perspective - Summer 2018 - 13
IIDA Perspective - Summer 2018 - Talk, Talk
IIDA Perspective - Summer 2018 - Data Viz
IIDA Perspective - Summer 2018 - Pre/Post
IIDA Perspective - Summer 2018 - 17
IIDA Perspective - Summer 2018 - I Design
IIDA Perspective - Summer 2018 - 19
IIDA Perspective - Summer 2018 - Every Where Has a Why
IIDA Perspective - Summer 2018 - 21
IIDA Perspective - Summer 2018 - 22
IIDA Perspective - Summer 2018 - 23
IIDA Perspective - Summer 2018 - 24
IIDA Perspective - Summer 2018 - 25
IIDA Perspective - Summer 2018 - More Than Meets the Eye
IIDA Perspective - Summer 2018 - 27
IIDA Perspective - Summer 2018 - 28
IIDA Perspective - Summer 2018 - 29
IIDA Perspective - Summer 2018 - 30
IIDA Perspective - Summer 2018 - 31
IIDA Perspective - Summer 2018 - 32
IIDA Perspective - Summer 2018 - 33
IIDA Perspective - Summer 2018 - To The Max
IIDA Perspective - Summer 2018 - 35
IIDA Perspective - Summer 2018 - 36
IIDA Perspective - Summer 2018 - 37
IIDA Perspective - Summer 2018 - 38
IIDA Perspective - Summer 2018 - 39
IIDA Perspective - Summer 2018 - Picture It
IIDA Perspective - Summer 2018 - 41
IIDA Perspective - Summer 2018 - 42
IIDA Perspective - Summer 2018 - 43
IIDA Perspective - Summer 2018 - DNA of a Design Firm
IIDA Perspective - Summer 2018 - 45
IIDA Perspective - Summer 2018 - 46
IIDA Perspective - Summer 2018 - 47
IIDA Perspective - Summer 2018 - 48
IIDA Perspective - Summer 2018 - 49
IIDA Perspective - Summer 2018 - Scratch Pad
IIDA Perspective - Summer 2018 - 51
IIDA Perspective - Summer 2018 - Insider Intel
IIDA Perspective - Summer 2018 - 53
IIDA Perspective - Summer 2018 - IIDA News + Updates
IIDA Perspective - Summer 2018 - 55
IIDA Perspective - Summer 2018 - Why This Design Works
IIDA Perspective - Summer 2018 - Cover3
IIDA Perspective - Summer 2018 - Cover4
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