6. Experiential Setting Design

Nowadays, consumers can move through a variety of spaces each day, including both digital (e.g., website experience) and physical ones (e.g., in-store experience). These experiential settings have been designed over time, adjusting to the functional needs of individuals to optimize their navigation and usages without even focusing on how new ways of designing both digital and physical spaces can help companies, especially luxury houses, design experiential settings which are phygital and which can help consumers be fully immersed in their consumption and shopping experiences. This chapter will then explore one of the big five strategies that luxury houses can implement to design their experiential settings by conceding the continuum between phygital space and physical place. By designing experiential settings, luxury houses will be able to create a memorable and rewarding luxury experience by focusing not only on the physical but also on the digital environment in which the experience with the luxury brand is lived in a virtual or connected universe.