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Sensoriality versus hyperdigitalization


Lately, we have suffered unprecedented sensory deprivation due to the pandemic that occurred in 2020. In a world where contact was limited, society and retail quickly adapted to enable safe shopping.

In this context, the rise of e-commerce and the hyper-digitalization of establishments were inevitable: the normalization of QR codes, Smile to Pay payment systems or augmented reality mirrors became common tools. Contactless commerce seemed to be here to stay.



According to ICSC, an American organization representing the shopping center industry, during last Christmas the number of consumers who went to establishments increased. The main reasons were the need for consumers to touch the product again, try it on and interact with it, as well as to interconnect with other consumers, thus completely retaking the physical experience, the feeling.

This reinforces what we have been defending for a long time, the consumer is no longer satisfied with living the shopping experience from a screen, they want to feel it and be part of it. Customers seek comfort and agility in their purchases, but also emotional connection, which is inevitably perceived through the senses. For this reason, sensory marketing is once again an essential tool in the design of spaces – experiences.


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Hotel design by Nayra Iglesias – In Out Studio | [email protected]

As experts in sensory design, these are some of the strategies we propose to create interiors and reconnect with the end user.

Maximize the psychology of color applied to spaces.

Color is a primary element that affects our perception of space and therefore one of the main tools we use to convey emotions. These are the beginning of any memorable experience. A dark space transmits mystery and luxury, while a dusty pink one sensibility and freshness. Warm and intense colors like red accelerate our heart rate, while blue, a cold colors, slows it down, with what this entails for our emotional state.

The current trend is inclined to apply serene, natural and neutral colors in all kinds of types, from retail to restaurants, seeking that calm, that moment of pause and serenity that we need to recover after these years of uncertainty.


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Beauty Clinic by Nayra Iglesias – In Out Studio | [email protected]

It’s time to feel

Materiality also plays a vital role in perceiving a space. The sense of touch, which has been denied us so much in the last two years, takes on special importance when we talk about sensory design. Velvety textures transmit delicacy to us while earthy finishes awaken our connection with nature, touch is a very powerful tool when designing a space.

We believe that there is a clear tendency to return to the vernacular, to the natural. Two years ago, our Le Sud Suite concept anticipated this awakening, a concept that invites you to touch and feel the roughness of the furniture, made with resin and natural clay by Vessel by Tattoo. The return of materials such as plaster, clay or micro-cement is already a reality, but this time without hiding its rough and imperfect textures.

All this desire of consumers to touch and feel in a more direct way, is accompanied by the resurgence of organic forms in interiors, much more suggestive and enveloping than the straight lines to which we are accustomed. The new retail is designed to be touched.


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Le Sud Suite hotel by Nayra Iglesias – In Out Studio | [email protected]

The revival of the domestic sphere

If we have extracted something positive from the experience of confinement, it has been being able to rediscover our home. Being able to reconcile with it and make it our favorite place, a place where we feel safe and protected. We have extrapolated this sense of security to commercial spaces, minimizing the use of cold colors and materials and providing the warmth, shelter, calm and enjoyment that domestic spaces provide.

The line between the domestic and the commercial is blurred, to improve the sensory-emotional connection with the client.


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Beauty Clinic by Nayra Iglesias – In Out Studio | [email protected]

New concept of luxury

After the pandemic, we reconsidered our needs, which has changed our concept of luxury. For us, the new luxury wants to put the accent on space, you want to enjoy spaciousness and serene interiors that let flow, with lots of natural light and always connected with nature.

Luxury lies in offering a differentiated product both in terms of services and experience, which must be unique and in which quality and exclusivity prevail, along with authenticity.


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Beauty Clinic by Nayra Iglesias – In Out Studio | [email protected]

Sensory interior design is on the rise again. It has become an indispensable tool to counteract the hyper-digitalization of spaces. It has been shown that digital tools are essential and must be integrated into any current concept, but they must never overshadow what is truly important, the user’s sensory experience.

The purchase and user experience does not respond only to tangible aspects but to more intangible elements such as the emotional component. The client will remember how they felt: happy, liberated, excited, serene, important… and that is something that only a balanced and responsive design can achieve.

At In Out Studio we use sensoriality as a differential element to create spaces that excite and generate experiences that last over time.

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