Yalın Tan + Partners

YALIN TAN + PARTNERS

Short description

YT+P and FFForward joined forces on the Empera Skyland project, bringing to life an innovative format for a new experience center. Our objective was to elevate the user experience across every aspect of the space. This was achieved through a meticulous service design approach, with a strong focus on customer-centricity. This led to the definition of a completely new experience, one that focuses on establishing valuable connections with customers while supporting them in crafting their unique journeys when interacting with Empera’s brand.

Service Design was critical to the success of the project, as the output generated by FFForward throughout this workstream informed and guided the architectural concept studies in real time. From pathways in the store to experiential touchpoints, to essential functions to be integrated into the space.

Empathy for the customer and placing them at the heart of our project were crucial in designing both the store and its services to be memorable and functional at the same time. During the Design Research phase, we conducted in-depth 1:1 qualitative interviews to delve into the needs and expectations of existing and prospective customers. Based on the insights gathered through these interviews, we refined our designs and tested ideas through various iterations.

What we recognized early on is that the predominance of online shopping, even in the furniture sector, has made physical products seem ordinary in the eyes of the customer. Starting from this insight, we decided to focus on establishing a strong bond between the product and the user from the very beginning of their experience. It is vital for customers to engage with Empera’s products by touching and feeling them, by taking the time to appreciate their quality, by thinking about these products in their personal spaces. Empera carpets, sample materials, as well as digital solutions were thoughtfully integrated in a hybrid manner to strengthen this connection.

In addition to user research, we conducted trend analyses and extensive benchmarking studies of global brands and markets. These efforts, combined with user insights, led to the development of the Passion Hub and the Idea Selection areas. These spaces not only deliver a user experience aligned with what visitors need and expect when buying new furniture for their homes, but they also help Empera establish itself as a modern, competitive, and experiential brand in some of the most competitive markets in the world.

Moreover, from an architectural perspective, the touchpoints of the Empera store were created in parallel with the service design. The general language of the store featured natural wood, textured white tones, chrome details, and plexiglass surfaces, designed not to overshadow the carpet designs. Different types of carpets displayed in the store were unified in a single language, creating an effective lighting scenario that both focused on the carpets and distinguished the materials and textured surfaces used in the store, in collaboration with On - Off Lighting Design and Consultant firm. One of the most significant elements of the store design is the large, memorable plexiglass door, used as a striking signature inspired by the brand's color. From the façade, the uniquely staged and curated display areas, guided by the service design, allow visibility of every part of the store, helping to foster curiosity.

In conclusion, this project exemplifies how an integrated approach to service and architectural design can create a powerful and cohesive user experience.