The Role of Art in Thematic Space Design of Commercial Complexes, From Creating Experience to Increasing Customer Engagement

Mohsen Saraji / Creativity and Foresight Manager

The use of art in commercial spaces is a modern approach employed to attract attention and draw customers to stores and shopping centers. This form of artistic integration not only helps beautify the environment but also serves as an effective tool in establishing an emotional connection with customers. In today's world, where competition in commercial markets is intense, art has become a key element in differentiating brands.

Art as a Tool for Customer Experience

One of the main advantages of using artwork in commercial spaces is the creation of a unique experience for customers. Art integrated into the interior design of stores and shopping centers can create a distinct and different atmosphere that encourages customers to visit and make purchases. These artworks can take the form of paintings, sculptures, or even digital designs and artistic lighting, chosen based on the brand's identity or the specific theme of the store.

Utilizing art in commercial spaces leads to the creation of a pleasant and vibrant environment, where customers feel more at ease. These artistic spaces can stimulate various senses and evoke positive emotions, such as excitement and pleasure, in customers. Additionally, art can be used as a tool to communicate the brand’s message to its audience, subtly familiarizing them with the brand’s values and story.

The Impact of Art on Customer Buying Behavior

Research has shown that artworks in commercial environments can have a significant impact on customer buying behavior. One way this influence works is by creating an atmosphere where customers feel a greater sense of belonging and connection with the brand. For example, in stores that use attractive and creative artistic designs, customers may be more inclined to make purchases and even spend more time in the store.

Moreover, art can also serve as an advertising tool. When captivating and unique artworks are placed in a shopping center or store, they not only enhance the interior space but also attract the attention of the media and customers. This type of art can function as part of a brand’s marketing strategy to increase customer traffic and elevate the shopping experience.

As a result, artworks in commercial spaces are an effective tool for creating unique customer experiences and establishing emotional connections with them. These works not only beautify the space but also have a direct impact on attracting customers and increasing sales.