Predicting the performance of a new brand experience using virtual reality

Does biophilic and experiential retail design sell? And, can we prove it using virtual reality?

 

This research evaluated the new brand experience that I conceived for Buick, comparing it to the brand’s existing showroom design. 

Using Unity and Google Daydream, I developed interactive VR models of the existing and concept showrooms for participants to tour and evaluate.

The study investigated the effects of biophilic and experiential retail design on customer experience, brand perception, and purchasing behavior–with special attention on biophilia / psychological restoration as a mediator.

Experiment Design

Two showroom designs: biophilic + experiential, and conventional were evaluated and compared.

The groups of dependent variables measured were

  • consumer perception— impressions and thoughts, and

  • consumer behavior— purchasing or follow-up actions.

We also measured emotional variables (restoration and stress) associated with biophilia, to see if it had a mediating effect

 

Stimuli

Using a head-mounted display and remote, participants were immersed in the showroom, where they could look and move around. Three programs were developed: a tutorial environment, a conventional showroom, and a biophilic & experiential (BERD) showroom.

Biophilic + Experiential

Research shows that vegetation and mimicry of nature in space is psychologically restorative. The experimental showroom highlights biophilic design; it also incorporates adaptive reuse and innovative retail design—as proposed in my Buick brand concept.

Conventional

Serving as the control, this dealership showroom is directly modeled after the current design standards manual of a leading U.S. auto brand. It uses typical architectural layouts and rooms, furniture systems, branded millwork / fixtures, and colors & materials.

 Summary of results

Presented at IASDR Conference 2019.

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