How to deliver a wellness experience that surpasses the competition
Designing a wellness interior and overall experience, that caters to the diverse needs of customers is crucial. Particularly when creating an environment that balances relaxation and rejuvenation to promote a holistic well-being experience.
Below we delve into 5 strategies that will elevate a wellness brand experience to surpass the competition.
1. Understand the brand and target audience
It is imperative to understand the target customers and business objectives of your wellness brand. This will inform the unique proposition of the space and services, overarching customer persona needs and subsequently guide the design direction, layout and signature experiences in the physical space. This foundation will ensure your wellness space surpasses the competition.
The objective of Calm Bar was to create an elevated wellness centre which includes a unique contrast therapy experience. The experience includes infrared saunas, ice baths and individual showers in a private room. This layout combines multiple functions in one room and creates a seamless and elevated customer journey, designed to meet the unique needs of customers seeking a premium contrast therapy experience. Alternative experiences including breath work sessions were also integrated into the experience. All finishes selected were high end to reflect the premium brand positioning.
2. Use a material palette that promotes health and well-being
Connection to nature creates a calming effect. Therefore using natural and sustainable materials in a wellness centre will inherently promote mental health and physical well-being. Sourcing locally where possible and incorporation of natural elements such as timber, natural stone, plants, and repurposed items will encourage a connection to nature.
Further, selecting timber based products from sustainably managed forests (look for FSC certification) has the advantage of storing carbon throughout its life cycle, helping to offset emissions associated with other materials. Also working with suppliers that provide products with high recycled content results in lower carbon footprint.
When selecting the finishes and fixtures, evaluation needs to be centered around durability and longevity, for example flooring that can withstand water/ moisture and durable finishes to walls that will come into contact with high traffic.
Body WRL features natural and sustainable materials such as natural limestone, timber, plants, natural light and repurposed flooring, ceilings and lighting. This promotes positive mental health and physical well-being.
3. Site selection
This is a crucial aspect to ensure alignment with the persona needs, lifestyle values and client demographics. Additionally, consideration should be given to the post experience desires of the clientele and does the specific site and location cater to this. Accessibility and opening hours are also factors to consider. These should be adjusted to suit your demographic.
Commercial factors such as footfall local competitors and financial contribution should also be taken into account look for locations with ample services in place notably plumbing and mechanical services as this can be a significant cost in a wellness centre. Always factoring the approval process as this can take significant time to your project timeline. Ensure that your location has ‘approved use’ as a wellness centre. Check with your local planning authority before signing a lease or purchasing a property for your wellness centre.
When considering site selection, another principle that should be factored is, what elements can be reused or repurposed to ensure minimisation on waste and reduction of material usage. Other factors to consider are how to retain the the existing structure of the building envelope e.g. flooring, walls and ceilings. This promoting a sustainable and more cost effective outcome.
4. Opt for energy efficient systems
Given the nature of investment required to establish a wellbeing centre, it is imperative that investment decisions are centred around long term benefits to deliver ROI. By selecting energy-efficient lighting and cleverly designed HVAC as examples, requires significant upfront investment. However, these systems not only lower operational costs and operational carbon, they can also significantly reduce carbon emissions during the lifespan of the wellness centre.
Case study: BODY WRL
Advanced mechanical systems allow ventilation and heating/ cooling as well as efficient operation of the cryotherapy machine. Energy efficient LED strip lighting was incorporated throughout the centre and at floor level around walls and the reception desk, within display alcoves, encircling mirrors and defining ceilings. The effect is soft and sensual but the lighting also acts as a sophisticated wayfinding device.
5. Design with inclusivity at the forefront
Perhaps one of the most crucial aspects of the design process. Embrace the potential diversity of clientele, and ensure that solutions are usable and accessible and take into context every individual's abilities. Understanding each unique customer persona, their unique needs and preferences through research is an essential part of the immersion and discovery phase of the project. Reception, change rooms, amenities and treatment rooms need to be designed to accommodate varying clients, factor ergonomics, provide ample space for movement and privacy.
Case study: Calm Bar
Calm bar is a fully accessible space for ambulant and wheelchair users with ample space allowed for entry ways, thoroughfares, amenities, private rooms, including wheelchair turning circles. Amenities accomodate all genders.
By following these principles, you can create a wellness interior that surpasses the competition.
If you are curious about wellness design and what this could mean for your business, reach out to hello@xpluso.co or book a complimentary consultation.