Propuesta de diseño sensorial como estrategia en la tienda Stop Jeans, de la ciudad de Cuenca- Ecuador

Abstract

This thesis project focuses on the redesign of a Stop Jeans retail store in the city of Cuenca, located at the intersection of Mariscal Lamar and Luis Cordero streets, and involves conducting conceptual and methodological research on the application of sensory stimuli in retail space design. In this way, it was found that the user experience in commercial environments extends beyond the functional physical layout; rather, the strategic integration of sensory elements that influence the senses was shown to be a fundamental part of consumer behavior. Thus, based on a qualitative research methodology involving the analysis and observation of case studies, it was possible to identify how sensory stimuli visual, olfactory, auditory, and tactile operate within current retail spaces and how they have evolved over the course of the modern era. This methodological approach facilitated understanding, revealing that the current state of the premises to be renovated showed spaces with no sensory elements and a deficient functional design, lacking any user experience. This resulted in a research process that demonstrated that the planned incorporation of sensory strategies identified in the theoretical framework and case studies significantly contributes to the development of a sensory proposal that applies smell, sound, touch, and sight within the various zones of the retail space— such as display areas, waiting areas, fitting rooms, and photo areas, optimizing the customer’s integration with the space.