Preprint / Version 1

Experience and narrative in the design project: Marketing strategies and commercial interior design

Authors

DOI:

https://doi.org/10.62059/LatArXiv.preprints.526

Keywords:

User experience, Narrative, Marketing strategies, Commercial Interior Design

Abstract

The article examines commercial interior design through the lens of user experience, conceived as an integral journey that merges functional, sensory, emotional, and symbolic dimensions. In an increasingly competitive and digitalized retail market, physical spaces become strategic stages where brand storytelling and atmospheric design contribute to differentiation and customer loyalty. To achieve this, tools such as the brand brief, which guides project decisions in alignment with corporate values; the customer journey map, which identifies user paths and touchpoints; and spatial storytelling, which conveys symbolic narratives through spatial organization, circulation, and sensory stimuli, are highlighted. The study focuses on three specialty coffee shops in La Plata: Fondacafé, which stands out for its strong visual and chromatic impact; Calma, which emphasizes warmth, cultural interaction, and a sense of pause; and LaSelva, which prioritizes integration with nature and wellbeing. The analysis shows how each proposal translates brand identity into distinct experiences, demonstrating that design without storytelling risks producing empty aesthetics, while identity-driven narratives generate authenticity and lasting value. Finally, the article underscores the potential of this approach beyond commercial contexts—such as educational, institutional, or community environments—where design can act as a sensitive interface that communicates values, fosters belonging, and strengthens connections between people and their surroundings.

Author Biographies

  • Ticiana Agustina Alvarado Wall, National University of La Plata

    Diseñadora Industrial, Magíster en Marketing Internacional y docente en la cátedra de Taller de Diseño Industrial I (B) de la Facultad de Artes de la Universidad Nacional de La Plata (UNLP). Fue Becaria Doctoral de la Comisión de Investigaciones Científicas de la Provincia de Buenos Aires y de la UNLP. Ex Profesora Titular de cátedra de Construcciones Efímeras en la carrera Diseño de Interiores de la Universidad del Este. Fundadora de Jeitinho Estudio Creativo, donde desarrolla proyectos integrales de interiorismo residencial y comercial con enfoque estratégico. Se especializa en incorporar la experiencia de usuario y el diseño centrado en las personas como herramientas para la innovación de los espacios.

  • Federico Del Giorgio Solfa, National University of La Plata

    Industrial Designer, Professor of Industrial Design, Master in International Marketing, PhD in Arts with a focus on Design. Full Professor of Project Management and Permanent Professor in Master's Programs. Deputy Director of the Research and Development Laboratory in Industrial Design (LIDDI-FdA) at the National University of La Plata (UNLP). Specialist in Public Management from the National University of Tres de Febrero (UNTREF). Master in Law, Economics, and Politics of the European Union from the University of Padua (UNIPD). Full Professor in the Master's Program in Business Management of International Trade at the University of Buenos Aires (UBA). Visiting Professor in the Doctorate in Design at the University of Palermo (UP). Independent Researcher (without Director), Advisor of Research Fellows, and Co-Coordinator of the Honorary Advisory Commission on Engineering, Architecture, and Technology (INART) of the Scientific Research Commission of the Province of Buenos Aires (CIC-PBA). Advisor of Research Fellows at the National Scientific and Technical Research Council (CONICET). Member of the Peer Committee in Applied Sciences of the National Commission for University Evaluation and Accreditation (CONEAU). Member of the Advisory Council of the Harvard Business Review (HBR).

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2025-09-16

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Copyright (c) 2025 Ticiana A. Alvarado Wall, Federico Del Giorgio Solfa (Autor/a)

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