Why multisensory design is the future of retail

In a world where convenience rules, where a single tap brings anything to your door, why do people still visit shops?

Because real spaces offer something screens can’t. They create an atmosphere. Spark curiosity. Let us slow down, explore, and connect with brands in a way that feels tangible.

Multisensory design is what brings that experience to life. It’s the craft of shaping environments that speak to more than just our eyes — engaging sound, touch, scent, and even temperature to create something we actually feel.

What is multisensory retail design?

Multisensory design uses multiple senses to create deeper, more memorable experiences in physical environments.

Think things like:

• Lighting that changes throughout the day
• Carefully curated scents linked to brand identity
• Interactive displays that respond to motion or touch
• Soundscapes tailored to mood or product categories
• Temperature shifts between areas to support zoning

Sight might grab attention, but it’s the full sensory experience that sticks. The spaces we remember are the ones we can hear, touch, and smell, not just see.

Why it matters more than ever

We’re surrounded by frictionless shopping:  tap, buy, done. But what’s missing in that digital efficiency is feeling. That’s where physical retail can shine.

Shoppers aren’t just looking for products. They’re looking for something they can connect with. A reason to stay longer. A moment worth remembering. That’s exactly what multisensory design delivers.

When you activate multiple senses, you’re not just shaping how a space looks. You’re influencing how people move through it, how they feel in it, and how likely they are to come back.

Here’s the proof:

• It increases dwell time. The longer people stay, the more likely they are to buy. Engaging multiple senses makes people linger. (Design Rush)
• It builds stronger emotional connections. Multisensory experiences create lasting memories. Smell alone is processed in the limbic system, directly linked to memory and emotion. (The Guardian)
• It improves recall and brand loyalty. Studies show people remember 2% of what they hear, 5% of what they see, 15% of what they taste… but 35% of what they smell. (RMC)
• It drives ROI. In a study by Alan Hirsch at the Smell and Taste Research Foundation, participants were shown identical Nike trainers in two identical rooms — the only difference being that one room was scented. The result? Shoppers were 84% more likely to purchase the shoes in the scented environment. (The Guardian)

In an era of shrinking attention spans and endless choice, that kind of emotional stickiness is gold.

The science behind the senses

• Sight — Shapes layout, flow, attention, and brand perception

• Sound — Alters pace, mood, dwell time, and energy

• Touch — Builds familiarity, confidence, and emotional engagement

• Smell — Triggers memory and emotional association more powerfully than any other sense

• Taste — (Where relevant) deepens immersion and satisfaction, especially in food, drink, or wellness categories.

Smell alone connects directly to the limbic system, which is the brain’s emotional and memory centre, making it one of the most effective tools in a retail environment. Touch increases the perceived value of products. Carefully chosen audio can slow people down or subtly guide them through a space. And when these elements work together, they do more than create an atmosphere. They can change buyer behaviour.

Examples of multisensory retail design in action

Next Home – scent meets tech in an immersive diffuser display

At Next Home’s flagship in Leicester, ISI Global brought together scent, tech, and storytelling to transform how customers explore home fragrances. The installation centres around a world-first interactive diffuser display, combining RFID technology with a dynamic portrait LED screen that reacts in real time.

When a customer picks up a diffuser and places it on an illuminated hotspot, the display responds with tailored content: scent profiles, key ingredients, and complementary products. This moment of interaction turns product discovery into something sensory and engaging.

The experience feels intuitive, informative, and elevated, not just another product on a shelf. By weaving together physical interaction, ambient light, and narrative content, we helped Next create a standout moment within the store that draws people in and holds their attention.

Fujifilm – turning shopping into a tactile, playful escape

At Primark Manchester, ISI Global worked with Fujifilm to reimagine the act of browsing photography gear as an experience in its own right. The result was a vibrant, nostalgic retail zone that blends light, touch, sound, and interaction, giving physical retail the kind of spark you just don’t get online.

The space is built around three immersive PODs inspired by Fujifilm’s Instax formats (mini, square, and wide). With colour-coded props, neon lighting, and photogenic backdrops, each pod invites passers-by to step inside, pose, play, and learn by doing. The experience is theatrical, nostalgic, and instantly shareable, engaging multiple senses at once.

At the heart of the space is the Camera Bar, where customers can handle products, test out prints, and explore accessories. Four digital photo booths let people print photos on the spot and take home physical mementoes, transforming the store into a creative playground.

It’s retail as storytelling, where the journey is just as important as the purchase.

Philips – making premium tech feel personal

In partnership with TP Vision, ISI Global helped transform the Philips retail experience across 700+ European stores. The brief was to bring the feeling of home into the retail environment and make sophisticated technology feel approachable, hands-on, and personal.

To do this, we created interactive retail zones that engaged multiple senses at once. Touchscreens and physical push buttons gave customers control over audio features and Ambilight settings, letting them test, customise, and truly experience the power of the product. This wasn’t a static display. It was a fully interactive setup designed for learning through doing.

The experience was layered with warmth and refinement: soft ambient lighting, oak and aluminium finishes, and clean layouts that encouraged discovery. Functional product holders and shelving were integrated with care so nothing felt cluttered or out of place. Across both core and premium ranges, design details like illuminated brand graphics and Ambilight cues helped reinforce Philips’ unique point of difference.

What’s next for multisensory retail?

The next wave of retail design won’t just be smarter, it’ll be more sensitive. More responsive to who’s in the space. More aligned with what they need in the moment. And more intentional in how brands use every sense to connect. 

We’re already seeing:

• AI-driven personalisation: Lowe’s is using AI-powered spatial intelligence and digital twins to optimise store layouts and product placement in real time. For example, if demand spikes for a seasonal shrub, the system can automatically adjust inventory levels and reposition the product in a high-visibility area — making it easier for customers to find exactly what they’re looking for, right when they want it.. (Business Insider)

• AR wayfinding and product explainer overlays
  AR mirrors and interactive overlays are becoming common in flagship stores, helping customers engage with product details and locate items through digital prompts on screen. (BrandXR) 

• Texture-led storytelling & tactile zones
  A 2025 report from the Design Institute of Consumer Psychology found that 68% of consumers feel more likely to buy home goods when a “tactile” emotional connection exists in-store, showing the power of material storytelling through design. (Business Craft)

• Branded scent and sound signatures
  More brands are treating scent and sound with the same discipline as their visual identity. A signature fragrance. A recognisable sonic motif. These sensory cues become shorthand for the brand. (The Guardian)
• Eco-conscious sensory design
  As environmental expectations rise, brands are being more selective with materials and systems. We’re seeing a shift toward modular setups, reusable fittings, low-impact production methods, and refillable scent systems. It’s proof that sensory richness and sustainability can co-exist. (The Design Chapter)

Retail is evolving fast, and the brands that lead are those that design for more than just the eye.

Let’s make retail unforgettable

Multisensory design turns good retail into great experience. It helps brands connect, convert, and leave a lasting impression.

At ISI Global, we design spaces people remember. From immersive storytelling to interactive display, we bring physical retail to life with strategy, precision, and creativity.

Ready to reimagine your in-store experience?

Let’s talk.