3.3 Responsible Retail and Branded Environments

Corresponding Chairs

Katelijn Quartier, Hasselt University, Belgium

Mia B. Münster, Malmö University, Sweden

Co-Chairs

Bethan Alexander, The Fashion Business School | London College of Fashion, UAL, UK

Francesca Murialdo, Middlesex University, UK

Marina Ricci, STIIMA, CNR | Politecnico di Bari, Italy

Zakkiya Khan, University of Brighton, UK

Abstract

As spaces of consumption adapt to social, environmental, and technological shifts, design is emerging as a powerful agent of change. This track investigates the future of retail, hospitality, and other consumer-facing environments—including cafés, concept stores, and hybrid formats—through the lens of responsibility. Topics addressed include, but are not limited to:

• Restorative and regenerative approaches to consumption are gaining momentum, alongside wellbeing-focused design that supports mental, physical, and emotional health. At the same time, socially and environmentally sustainable practices - often grounded in circular economy design principles - are reshaping how we think about materials, consumption, spatial design, consumer experiences, and business models.

• Experiential design - both a practice and a purpose - curates spaces that connect, inspire, and respond to diverse communities. From phygital environments and AI-driven personalization to mixed reality storytelling, technology is transforming customer journeys into immersive, adaptive, and human-centric experiences. Equally important is measuring their impact, not only on individual experiences but also on social interaction and wider societal outcomes.

• Innovative design approaches that drive inclusivity. By prioritizing accessibility, equity, and local engagement, designers can create branded environments that are not only sustainable but also socially and environmentally meaningful. For example, community-driven approaches—grounded in local culture and needs—can foster a stronger sense of place and purpose.

References

Alexander, B., Quartier, K., Münster, M., Khan, Z., Murialdo, F. (2025) The Future of Retail and Service Design: Sustainable, Phygital and Community, Routledge. https://doi.org/10.4324/9781003507338

Khan, Zakkiya & Königk, Raymund & Du Plessis, Chrisna. (2021). A Balancing Act: Mediating Brand and Local Authenticity in Localised Retail Design. Corporate Reputation Review. 27. 10.1057/s41299-021-00133-5. 

Münster, Mia & Sönnichsen, Sönnich & Clement, Jesper. (2022). Retail design in the transition to circular economy: A study of barriers and drivers. Journal of Cleaner Production. 362. 10.1016/j.jclepro.2022.132310. 

Alexander, Bethan & Varley, Rosemary. (2025). Retail futures: Customer experience, phygital retailing, and the Experiential Retail Territories perspective. Journal of Retailing and Consumer Services. 82. 104108. 10.1016/j.jretconser.2024.104108. 

Quartier, K., The big book of retail design. Leuven: Lannoo Campus.