"It’s a distinctly human craving”: What is experiential design, the need-to-know trend of the moment?

Alphabetical design
(Image credit: Alphabetical)

Experiential design is a human-centred creative genre that seeks to build multisensory experiences with emotional resonance. Combining interactivity with environmental design, it transcends traditional creative mediums to build immersive experiences that engage with audiences, redefining the act of storytelling as we know it.

To get some expert insight into the Brand Impact Awards' newest category, I caught up with Tommy Taylor, creative partner at BIA award-winning creative agency Alphabetical, to discover the key to creating successful experiential design. Together, we discussed the challenges of the creative genre, how advancing technology is influencing the design process, and what he projects for the future of experiential design.

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Natalie Fear
Staff Writer

Natalie Fear is Creative Bloq's staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. Natalie also runs Creative Bloq’s Day in the Life series, spotlighting diverse talent across the creative industries. Outside of work, she loves all things literature and music (although she’s partial to a spot of TikTok brain rot).