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Embracing the Future: Exploring the Concept of Phygital Design in Interior Spaces

© Nike Flagship, NYC, New York / TPG Architecture

In an era where the digital and physical worlds continue to intertwine, a new design paradigm has emerged - Phygital Design. This innovative approach seamlessly blends the physical and digital realms, creating immersive and interactive environments that redefine the way we experience spaces.

What is Phygital Design:

Phygital Design is a portmanteau of "physical" and "digital," reflecting the integration of tangible elements with digital technologies. This design philosophy seeks to create harmonious and engaging experiences by merging the physical and virtual worlds. It goes beyond the traditional boundaries of design, breaking down silos between the tangible and intangible to craft environments that stimulate the senses and captivate the imagination.

Some instances we have seen phygital design integrated are (but not limited to) the following applications and segments of design:

1. Interactive Retail Spaces:

© Nespresso / Johanna Oritz / Nespresso Festive for Good Campaign

Many retail brands are embracing Phygital Design to enhance the in-store shopping experience. Imagine a clothing store where digital screens showcase virtual try-ons, allowing customers to see how garments look before trying them on physically. This seamless integration of physical products with digital technology not only enhances customer engagement but also provides valuable insights into consumer behavior.

© Tom D. Morgan Photography / Random Studio / Nike House of Innovation

In particular, Nike's House of Innovation stores represent a perfect fusion of physical retail and digital innovation. These flagship stores feature cutting-edge phygital design elements, such as interactive displays, digital signage, and personalized shopping experiences. Nike also uses augmented reality (AR) mirrors to allow customers to virtually try on different shoe styles and see real-time product information.

2. Smart Homes and IoT Integration:

Phygital Design is also reshaping the way we perceive and interact with our living spaces. Smart homes leverage digital interfaces to control lighting, temperature, and security systems. For instance, smart mirrors display weather updates, news, or fitness data while functioning as traditional mirrors when not in use. These innovations create homes that adapt to our needs while offering a visually appealing and dynamic environment.

3. Museum Exhibits and Art Installations:

Museums and galleries are increasingly adopting Phygital Design to enrich the visitor experience. Interactive exhibits blend physical artifacts with digital storytelling, creating immersive narratives. Touchscreens, augmented reality, and virtual reality are utilized to provide a deeper understanding of historical artifacts or bring artworks to life in ways previously unimaginable.

©teamLab / Permanent Azabudai Hills, Tokyo

For instance, teamLab Borderless is a digital art museum that spans 10,000 square meters and consists of immersive, interactive installations. Blurring the lines between art and technology, this museum employs a variety of phygital elements, including motion sensors, projectors, and LED displays. Visitors can explore digital landscapes that respond to their movements, creating a dynamic and ever-changing environment.

4. Hospitality Environments:

© The Marriott M Beta Hotel (Charlotte, North Carolina)

Hotels and restaurants are incorporating Phygital Design to create memorable and personalized guest experiences. Digital menus with interactive visuals, augmented reality elements in hotel rooms, or virtual concierge services enhance the overall ambiance and make guests feel more connected to their surroundings.

Part of their "Beta Hotel Experiment", The Marriott in North Carolina is a testing ground for new hospitality concepts, and it incorporates phygital design to enhance the guest experience. The hotel features digital art installations, smart rooms with voice-activated controls, and interactive displays in common areas. Guests can use a mobile app to customize their room settings and access virtual concierge services, showcasing the integration of digital technology into the physical space.

5. Office Spaces and Collaborative Environments:

Phygital Design is reshaping the way we work by fostering collaboration and creativity. Interactive digital whiteboards, smart furniture, and virtual meeting spaces create dynamic work environments where physical and digital elements seamlessly coexist. This not only enhances productivity but also contributes to a more innovative and engaging workplace.

© WRNS Studio / Two Sigma, Collision Lab at Cornell Tech

Cornell Tech's Emerge Lab is a collaborative workspace that leverages phygital design to foster innovation and creativity. The space includes interactive displays, digital whiteboards, and smart furniture that adapts to user needs. This integration of physical and digital elements supports collaborative research and development efforts within the tech community.


Phygital Design is a transformative force that transcends traditional design boundaries, offering a glimpse into the future of immersive and interactive spaces. As technology continues to advance, the integration of the physical and digital will become increasingly sophisticated, opening up new possibilities for designers to create environments that captivate, inspire, and adapt to the evolving needs of the modern world. Embracing Phygital Design is not just a trend; it's a step toward a more connected and enriched human experience.


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