Abstract

Products no longer satisfy retail consumers who are looking for emotional involvement. In the “age of experience,” the value of user co-creation is highlighted and physical spaces stand out for making experience tangible. This article’s objective is to illustrate users’ experience in physical retail spaces, adopting points of view derived from Marketing, Architecture, and Service Design, applying exploratory qualitative research and methodologically based on literature review. These three areas address the theme distinctly but they relate to experience value from the user’s perspective. In the current global context, an interdisciplinary approach may allow establishing a holistic view to enable physical retail space projects to consider the role of the user and increase their spatial experience and engagement.