Emphatic architecture: an approach to spatial quality concept in achieving adaptive retail resilience

Abstract

The retail atmosphere is changing fast. A physical-based retail is developed by creating an experience with user empathy. The object of this research is an art fashion retail boutique fashion with art content and experiences that represent the uniqueness of customer segmentation. This type of retail will collapse if there are no repeat visits. Consequently, the retail resilience will be declined. Therefore, it is crucial to conceptualize how the customer experience in a retail setting influences purchasing decision-making. This study focuses on designing for customers with specific needs to gain personal experiences in art fashion retail. This experience is understood effectively through an empathic process. Spatial quality is related to the atmosphere. Understanding the atmosphere and customers is related to the existence of spatial settings, activities, senses, and behavior. The relationship between this aspect becomes the basis for developing the concept of personalizing from the customer's point of view. The strategy used is qualitative research to explore customer interaction experiences with spatial settings and gain a broad understanding of related aspects. The composition of the spatial quality elements of art fashion retail represents the customers' perception, experience, and behavior. Varied experiences include being close to a product, close to space, feeling at home, getting imaginative with settings, and uniting and strengthening social relationships. Then customers gain a comfortable atmosphere, so the existence of retail can be resilient in the latest era of retail business.