Experience-Led vs. Product-Led Spaces: The Future of Consumer Engagement

The Titsey Brewing Company - using the product journey to create a compelling customer experience

In today's dynamic and ever-evolving world, the way we interact with spaces is undergoing a significant transformation. At the heart of this change are two key concepts: experience-led and product-led spaces. But what are they, and how do they differ?

A hero product or an engaging experience

A product-led space is traditionally centred on the display and sale of products. It is a space where the product is the hero, and everything else - from layout to lighting - is designed to highlight the product. Think of a classic retail store, where products are neatly arranged on shelves, waiting to catch your eye. The same approach has dominated hospitality design in recent decades, where spaces are themed around the product or brand, which can lead to generic and often stale design outcomes.

On the other hand, an experience-led space is designed to immerse customers in a unique, memorable experience. Here, the focus shifts from the product, to the customer's engagement with the space. These spaces are influenced by context, the history of a building, the cultural setting, and the users. In experience led spaces, the product is not forgotten, it is simply one element in a complex tapestry of influences that enhance the quality of the space and enrich the connection with the customer. For example, a café or restaurant, where every element, from decor to menu, is designed to connect you with the site location.

Experiences that connect with customers

While product-led spaces have their advantages, the trend is increasingly moving towards experience-led spaces. Why? Because experiences evoke emotions, and emotions drive loyalty. In an experience-led space, customers are not just buying a product; they are buying a story, a feeling, a moment that stays with them long after the purchase.

 Product led spaces tend to be driven by consistency and repetition, which has its benefits, but is also leads to a monoculture in terms of design. It means a coffee shop experience is the same in London, New York, Melbourne or Dubai. Increasingly the demand is for the opposite. An experience led space where location and cultural differences are celebrated and enjoyed.

To illustrate, consider a five-star full-service hotel. In a traditional, product-led approach, the hotel might focus on the tangible aspects of their service - luxurious rooms, high-end decor, a plethora of amenities, and a wide variety of dining options. However, in an experience-led approach, the hotel goes a step further. They would focus on creating a unique, immersive experience for their guests. Each element is carefully curated to engage guests in a memorable experience, making their stay more than just a transaction, but an event that evokes emotions and forges a deeper connection with the business or brand. This is the essence of an experience-led space.

When product and experience come together

Interestingly, there are designs which hybrid the two concepts. For example, we took a product-led approach to the design of Titsey Brewery and in doing so, created a unique and immersive customer experience. Let me explain: the design of the brewery and taproom is open-plan and whilst pubs are often experience-led or themed, tap rooms are often product-led with a focus on craft beer. Customers expect to drink the product in the environment in which it is produced. Our design put the whole production method on show. Malting, mashing, fermenting, conditioning and filtering all require fairly industrial and aesthetically interesting equipment, which we decided to put front and centre. And in doing so, we created a unique experience, immersing customers in the story of their drink and the estate on which it was produced. It feels transparent and authentic and that somehow you become part of something very real, tangible and wholesome.

In today's competitive market, where consumers are spoilt for choice, creating a unique, immersive experience can set a business apart. It can turn casual visitors into loyal customers, boost word-of-mouth marketing, and enhance brand image. Moreover, in an increasingly digital world, experience-led spaces offer something that online platforms can't - a tangible, sensory experience. They provide a space for consumers to disconnect from their screens and connect with the world around them.