Over the past few years, more and more designers and brands have been embracing a new paradigm: commercial space as an experiential eco-system. Biophilic Design is emerging as a powerful tool for transforming retail into a regenerative environment, able to improve the quality of dwell time, increase customer satisfaction, and generate measurable impacts on commercial performance.

Multiple scientific studies have shown that even a simple view of natural elements can reduce cortisol levels by 15% in just a few minutes.

For retail, this means a new way of thinking about design: reducing stress to encourage exploration, slowing down the pace, and boosting purchases.

Successful examples: from Scandinavia to Singapore

One of the most interesting examples of Biophilic Design in a retail context comes from Scandinavia, namely the Emporia shopping center in Malmö, Sweden.

Here, a well-known Nordic clothing brand has radically transformed the shopping experience through design solutions inspired by nature.

The work included the inclusion of vertical plant walls, furnishings made from natural materials, and subtle soundscapes, such as birdsong playing in the background. The outcome was measurable and surprising: customers increased their average time spent in the store by 40%, and sales grew by 25%.

This case shows how, even in a commercial environment, multisensory design and references to nature can have a real impact on shopping behavior, while also improving perceived well-being. It’s a great example to draw inspiration from when developing more engaging and regenerative retail projects.

Another iconic example comes from Singapore, at visionary Jewel Changi Airport, where nature and retail come together in a unique sensory experience. Here, next to the spectacular Rain Vortex—the world’s tallest indoor waterfall—a commercial system has been developed that’s surrounded by greenery, featuring vertical gardens, abundant natural light, and a carefully designed space inspired by biophilia. In this context, a technology store has taken the integration of innovation and nature even further by incorporating vertical gardens directly into product displays.  The result? A distinctly unconventional high-tech environment that customers have commented on as “relaxing, inspiring, surprisingly human”. A clear sign that even in the most highly digitized sectors, it is still possible to create spaces that promote connection, well-being, and a desire to linger, thanks to the strategic use of natural elements.

Multisensory atmospheres: not just Green

Biophilic Design is often reduced to the use of plants alone. But the best results come from a broader, multisensory approach.

Natural light and lighting systems that emulate its variations throughout the day increase dwell time, improve spatial perception, and stimulate curiosity. In an Austin showroom, simply replacing artificial lights with adjustable LEDs and skylights transformed the entire space. Customers spoke of a “new feeling”, even though they didn’t know what had changed.

Materials also tell stories: natural wood, stone, and bamboo are not just aesthetic choices, but tactile sensory activators that reduce stress.

The same applies to sound: flowing water, the rustling of leaves, even the absence of disturbing noises, if designed, helps to create a “sensory bubble” inside the store.

Then there is the smell, which is often overlooked: natural, unobtrusive scents (resins, aromatic plants, wood) create a unique, memorable olfactory identity that is consistent with the brand’s values.

In some cases, the integration of seasonality—as occurs in nature—can generate immersive and engaging experiences that build loyalty and amaze.

Flow, microenvironments, and break areas: designing the narrative.

In Biophilic Design applied to retail, spatial layout is also fundamental.

The movement flow can be inspired by a natural path, made up of glimpses, surprises, and breaks.

Some showrooms use natural materials to create small paths or transition areas. Others experiment with “clearing spaces”: open areas that offer a moment to catch your breath before continuing your exploration. This alternation stimulates discovery, aids orientation, and improves the overall experience.

A case in point? A children’s store that divided the space into themed micro-environments—desert, forest, jungle—recreating different lighting, materials, and vegetation. The result? More time spent in the store and a strong emotional connection with the brand.

Real challenges and practical solutions

Emporia Shopping CenterOf course, there are challenges. Upfront costs can be high, and maintenance requires training. But there are modular and scalable solutions.

A small bookstore incorporated a handmade fountain with stones and copper, dramatically improving acoustics.

A local boutique created a “living” corner with native plants and seating, transforming it into an informal community meeting place.

Technology offers new possibilities: from enhanced reality that simulates natural environments to home automation systems that adjust light, sound, and scent based on the time of day or season.

Biophilic Design in retail: a measurable design strategy

Today, Biophilic Design means much more than just aesthetics. It is a true evidence-based design strategy that can affect measurable parameters such as dwell time, customer satisfaction, and propensity to purchase. Numerous international brands have introduced the concept of the “biophilic customer journey”, framing each stage of the experience—from entry to checkout—to activate positive multisensory connections.

Some examples? An entrance hall filled with natural fragrances or tactile surfaces can foster an immediate emotional impact. Fluid pathways, dynamic natural light, and authentic materials guide exploration, stimulating curiosity and a sense of comfort. Rest areas with real or simulated greenery function as regenerative “clearings,” increasing dwell time and improving the memory of the experience.

At MeM, these concepts have been a core part of our training for years.

Our MeMbers use them in projects and courses that promote more mindful, sensory, and wellness-oriented retail.

In particular, tools such as the Biophilic Quality Index (BQI; Berto and Barbiero, 2017) and the Bolten-Barbiero Protocol enable the real impact of designed environments to be evaluated, providing a concrete basis for integrating Biophilic Design in a systematic and measurable way.

The future of retail? Connected to Nature

Biophilic Design in retail is not just a design opportunity. It is a paradigm shift. It calls for the design of spaces that are not simply functional or aesthetically pleasing, but deeply human. Spaces that create emotional connections, activate the senses, and improve quality of life, even during a purchase.

At MeM, this approach is at the heart of our design vision: in our courses for designers, we explore the integration of Biophilic Design in retail through real-life examples, validated scientific tools (such as the BQI and the Bolten-Barbiero Protocol), and a final project that allows participants to experiment with effective multisensory strategies in the field.

Would you like to incorporate these tools into your work?

Contact us for our intensive English-language course created in collaboration with Bettina Bolten, a leading expert in Biophilia and Biophilic Design, or request a personalized consultation with the MeM Method: concrete support for designing more welcoming, sustainable, and high-performing retail environments.