October 4, 2017 by CallisonRTKL

Guest Experience: Where We Belong

This is the final entry in a series of exploratory posts by some of CallisonRTKL’s resident design experts on how design impacts the guest experience—from hotels to workplaces, retail stores, hospitals and everywhere in between—and the common elements and strategies we leverage to create spaces that are people-centric, experiential and memorable.

Ever since scientist Jonas Salk credited inspiration found in a 13^th-century Assisi monastery for the mental breakthrough that gave the world the polio vaccine, many have tried to define the link between cognitive science and design. Fast forward to the 21^st century, and an experiment conducted on the streets of NYC proved that boring buildings cause stress, whereas connectivity and interaction generate excitement.

CallisonRTKL’s Sarah Kimes recently wrote an excellent post on designing spaces that encourage conscious connections; on the flip side of that same coin are the unconscious reactions we have that dictate our feelings about our environment. Think about it: has a space ever made you uncomfortable? Have you ever walked into a store, an office, a hotel or even someone’s home and thought to yourself, “I don’t belong here?”

At CallisonRTKL, we design places where people live, work, eat, sleep, exercise, shop, vacation, receive medical care—the list goes on. No matter the type of space, ensuring that our designs are human-centric means understanding to what extent our designs can turn people off, or on. How can we put users at ease in a space? How can we bring them into the fold and encourage a sense of belonging?

There is no single, prescriptive solution: color, materials, light, shape, texture, height, form, navigation, wayfinding—each of these can make a space feel welcoming, or not. But when it comes down to it, making a space inclusive can be accomplished via a few key techniques:

PERSONALIZE IT

One of the dominant trends we’re seeing in the world of hotels and travel right now is an intentional blending of hospitality and residential design, from lobbies that are cozy and social rather than grand and intimidating to guest rooms that offer personalized touches. The staff are in on it, too; concierges are becoming trusted allies and neighborhood experts who can curate experiences beyond the hotel’s door. We’re seeing this successfully carried over into other sectors and typologies, too—after all, there’s nothing like a little tailoring to make someone feel right at home.

TRUST ME

Retailers, perhaps more than anyone, know that they must gain customers’ trust to cultivate brand loyalty and boost the bottom line. Being in a “relationship” with the brand might seem like an odd way to look at it, but it’s typically one of the more effective strategies to help people feel included. How does this happen in a space that is, at its core, transactional? Trendsetters like Joya Studio in Brooklyn are adopting transparent store design models and even workshops and classes that give consumers a close look at the production process—the hard work behind the scenes that results in the beautifully packaged, shiny items you see under those twinkling display lights. Experience = trust.

WON’T YOU BE MY NEIGHBOR

Buildings are not the insular organisms they once were; connectivity to the surrounding community is paramount, and this alone can go a long way toward creating a sense of inclusivity. Residential buildings in urban areas are a perfect example. For tenants to feel at home, their apartment needs to be an extension of their block, their neighborhood, their city. A lot of this is nailed down in the discovery phase prior to conceptual design development—who will use this space? What do they value? Knowing this is essential to meeting the user’s core needs.

FORM FOLLOWS FUNCTION

“One-size-fits-all” is a myth when it comes to design. Spaces that are truly responsive to the activities taking place within them and designed with a healthy dose of flexibility for maximum usage and relevancy are always the most impactful. All the buzz around the modern workplace with its modular conference rooms, amenity-laden break-out spaces and concentration pods is a strong testament to the fact that the spaces in which we live our lives must perform for us, not the other way around.

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CallisonRTKL

For more than five decades, Callison and RTKL have created some of the world’s most memorable and successful environments for developers, retailers, investors, institutions and public entities. In 2015, our two practices came together under the Arcadis umbrella, expanding our sphere of influence and the depth and breadth of our resources. Our team is comprised of nearly 2,000 creative, innovative professionals throughout the world who are committed to advancing our client’s businesses and enhancing quality of life.