The search for visually attractive environments has become a priority for many businesses in recent years, especially with the emergence of the term “instagramble”. This trend, driven by generation Z, encouraged brands to invest in spaces that draw attention and invite interaction.

However, creating a place just to be photographed does not always guarantee positive results. According to architects Pamella Gonçalves and Carina Guevara, from consumer architecture, it is essential to design environments that offer a complete experience, where every detail stimulates permanence, the engagement And, of course, the desire to record special moments.

Memorable experiences through architecture and branding

According to Pamella Gonçalves, “the idea of ​​the instagramble needs to go beyond the decoration and connect with the branding of the brand. When you need to tell the customer where and how they should interact, it loses naturalness and authenticity. The whole space needs to tell a story and provide an immersive experience. ”

Already for Carina Guevara, the customer experience It starts when he searches a particular location on Google or social networks. After researching, decides to park, sit down… and be well attended, ambient temperature, place of the place, “[…] These are essential points that loyal the customer and make them come back. The balance with flowers must be just a plus“, Points out the architect, referring to the classic object present in vast majority of establishments aimed at the female audience.

Importance of sensory experience to win customers

According to Carina Guevara, the experience happens from the moment the customer accesses his establishment. “The five senses have to be very well worked: smell, touch, palate, vision; for example: very high sound clothing stores drift the customer, the experience loses its charm. Creating an experience according to your audience is the audience Secret of Success“, He explains.

Experts also warn of businesses who invest in instagramble spaces and then regret. “We have seen stores where people came in just to take pictures and went out without consuming anything, which became extremely frustrating for salespeople,” says Pamella Gonçalves.

An example of successful experience comes from retail: supermarkets create discreet but highly effective sensory stimuli. “Some networks adopt different songs according to the time of day or create exclusive boxes for the elderly, improving their experience without disturbing the flow of line. Small details make all the difference in customer perception,” says Pamella Gonçalves.

How to create instagramble environments that generate results?

Knowing that turning environments into a more attractive scenario can be a differential to attract customers, architects list 4 essential strategies for creating instagramble spaces. Check it out:

1. Transform the whole environment into a visual attraction, not just a specific corner. The identity of space needs to be cohesive and spontaneous;
2. Create an experience that makes sense to your target audience. Study consumer behavior and offer something that goes beyond aesthetics;
3. Bet on the customer’s natural interaction with the space. If the environment is really different, it will be shared organically;
4. Integrate the five senses to the shopping experience. When all aspects of the environment are aligned, the brand creates positive memories and retinals the customer.

By Evelyn Guimarães