Brand & Experience Strategy
IMMERSIVE SPA
Designing a space for sensory practices, amplified connection, and deep renewal.
Case Study 2025
A Mexican wellness brand sets out to lead the contrast-therapy space in Latin America, elevating the experience through immersive design, purpose-built technology, and expert guidance.
From the project’s inception, we worked closely with the founding team to shape the brand from the ground up - defining its essence, positioning, and name, while articulating a clear experiential vision. This vision was then translated into a cohesive experience system, spanning sensory journeys, design guidelines, space functioning, service rituals, and staff protocols.
First location set to open in Mexico City in summer 2026.
PROJECT STRUCTURE
BRAND STRATEGY
1.
↘ Competitive Research
↘ Brand Positioning
↘ Brand Personality & Pillars
↘ Audience Definition
↘ Naming
4 weeks
EXPERIENCE STRATEGY
2.
↘ Experience Pillars
↘ Design Guidelines
↘ Guest Journey
↘ Occupancy Planning
↘ Service Rituals & Processes
4 weeks
↘ Space Components
↘ Space Use & Requirements
↘ Space Program
↘ Space Functioning
↘ Space Zoning
SPATIAL STRATEGY
3.
3 weeks
APPROACH
We viewed the entire project through two lenses, seeking to remove friction while creating moments of magic.
OPERATIONAL RIGOR
Streamlining operations
Designing intuitive flows
Minimizing waiting times
Removing transactions
Preventing bottle necks
Ensuring ongoing guidance
EMOTIONAL RESONANCE
Shaping awe-inspiring spaces
Activating all the senses
Staging powerful rituals
Delivering true sense of immersion
Making room for introspection
Promoting social connections
Starting with a clear articulation of the key moments and actions along the guest journey,
we built a density simulator that models guest circulation across the different areas of the space.
With a clear understanding of density and occupancy, we designed staff processes and protocols to support the experience.
After streamlining flows and service, we turned our attention to crafting moments of delight and impactful experiences.
To achieve true immersion, we mapped a sensory journey outlining how sound, light, scent, and temperature shape each moment.
We then defined the essence of every step of the journey,
Phase 02 - Practice
Moment 03 - Prelude
Stepping into the Prelude is like entering a temple: an atmosphere of wonder and stillness draws you into the here and now. It offers space to pause, recalibrate, and gently transition into a the rhythm of the practice ahead.
and turned that experiential
vision into
spatial principles.
Form & Atmosphere
Depth shaped through light, contrast, and composition.
Materiality and acoustics heighten perception.
Rhythm for Transition
Movement forward is guided intuitively.
Dimensions and rhythm frame the feeling of progression.
Sculptural Flexibility
Integrated bench as sculptural anchor that provides space versatility.
Forms and materials enrich the space, inviting pause and gathering.
Finally, we established how the experience informs architectural and spatial decisions,
Drawing from the occupancy projections of our density model, we were able to establish the “use” of each component in terms of number of guests using it at the same time and duration of use.
resulting in a flexible
“size-chart” program to guide future site selection.
The program was then applied to the footprint of the first location, shaping spatial functioning, adjacencies, and overall layout.
RESULTS
Framed a clear competitive position in the contrast-therapy space, articulating a unique value proposition.
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Crafted emotionally resonant moments designed to foster connection and long-term brand affinity.
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Streamlined guest and staff flows to improve operational efficiency, reduce cost, and drive service consistency.
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Created a flexible experience and spatial framework that supports future growth across different sites.
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Provided the founding team with an actionable reference to guide design, operations, and decision-making moving forward.
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