Carlotta Dove
Director of Consumer Experience, IA Interior Architecture
2:30 - 2:50 PM
Wednesday May 6
Smart Talk Session: Humanity. Friction. Belonging. The New Value Equation for Retail (Stage 2)
As life becomes increasingly accelerated and algorithmic, consumers are craving something deeper: presence over efficiency, texture over touchscreens, connection over convenience. The future of retail will not be defined by how frictionless it feels - but by how deeply it resonates.
In this thought-provoking session, Carlotta Dove, Director of Consumer Experience at IA’s Retail Studio and lead of HumanX by IA Retail, draws on behavioral research, neuropsychology, and global strategy to unpack three transformative shifts redefining physical space: the Humanity Premium, the Convenience Paradox, and the Rise of the Fourth Space.
Takeaways:
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Why removing every obstacle can remove emotional value
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How designing for the senses creates memory and attachment
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Why belonging is becoming retail’s most powerful differentiator
- How to translate these shifts into environments people return to - not out of need, but desire