Driving circularity in retail design and production

Discover Hyperphysical Experiences

In this chaotic era, saturated by the digital, there is a collective yearning for a return to real, human and tactile experiences.

Forward-thinking brands are responding with the next generation of spaces. We call these Hyperphysical Experiences. Think imaginative, awe-inducing, unexpected, sensorial and emotion-led spaces which invite you to ‘live the story’. StudioXAG have identified an opportunity for brands to become part of the movement.

Catch up with our Hyperphysical Experiences webinar below to find out more.

Putting these core principles to the test, StudioXAG produced Charlotte Tilbury’s Future of Fragrance Experience, a 500m2 pop-up event in London.

To launch the brand’s new fragrance collection, the space housed six immersive, multi-sensory rooms, each representing a different scent and mirroring the science-backed effects of the perfume on your emotions, activating feelings of calm, joy and power amongst others.

This bold space curated an exploratory journey that transports visitors away from reality and into an imaginative, alternate universe, immersing their audience in a world of brand discovery.

Read the Hyperphysical Experiences report to explore the case study in more detail.

At a time when 72% of consumers say that they expect as many of their senses as possible to be engaged when experiencing something new (source: VML Intelligence), we are now at a crucial turning point – the beginning of a movement – and brands must embrace it to futureproof their businesses for the next generation of brand experience.