Brand & Experience Strategy
IMMERSIVE SPA
Designing a space for sensory practices, amplified connection, and deep renewal.
Case Study 2024
this tha comunig up in summer 2026 in mexico city
PROJECT STRUCTURE
BRAND
STRATEGY
1.
4 weeks
↘ Competitive Research
↘ Brand Personality & Pillars
↘ Audience Definition
↘ Brand Positioning
↘ Naming
EXPERIENCE
STRATEGY
2.
4 weeks
↘ Experience Pillars
↘ Design Guidelines
↘ Guest Journey
↘ Occupancy Planning
↘ Service Rituals & Processes
SPATIAL
STRATEGY
3.
3 weeks
↘ Space Components
↘ Space Use & Requirements
↘ Space Program
↘ Space Functioning
↘ Space Zoning
APPROACH
We adopted two complementary lenses
across all phases of the work:
PREVENTING
FRINCTIONS
Streamlining operations
Designing intuitive flows
Minimizing waiting times
Removing transactions
Avoiding bottle necks
Ensuring ongoing guidance
CREATING
MAGIC
Designing awe-inspiring spaces
Activating all the senses
Staging powerful rituals
Leveraging state-of-the art tech
Making room for introspection
Promoting sense of community
Starting with the definition of the key moments and actions of the guest journey,
we were able to build a density simulator, allowing us to project the guest flow through the different areas of the space.
With a clear understanding of density and flows, we designed staff processes and protocols to enable the experience.
With streamlined flows and processes in place, we moved on to crafting moments of delight and emotionally resonant experiences.”
To achieve true immersion, we defined a sensory journey detailing how sound, scent, light, and temperature shape each moment.
Defining 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 defining how that essence translates into a space.
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.
Form & Atmosphere
Depth shaped through light, contrast, and composition.
Materiality and acoustics heighten perception.
Finally, we defined how experience informs architecture and spatial design.
Drawing from the occupancy projections of our density model, we were able to establish the “use” of each space component in terms of number of guests using it at the same and duration of use.
Leading us to a flexible “size-chart” architectural program that helps our client in the selection of future locations.
Going from “how do we adapt the experience to different footprints” to “at what capacity can we deliver the highest experience standards at any given footprint”.
And then applied the program to the footprint of the first location and defined functioning, adjacencies and layout.
RESULTS
We turned a big-picture vision into an end-to-end experience strategy, ready for implementation.
Reframe the future vision of the business
↘
Identify and understand the primary audience
↘
Pinpoint the necessary operational adjustments
↘
Design the key components of the experience
↘
Define how the components integrate within the space
↘
TEAM CREDITS
ANA FERNÁNDEZ CERVANTES
EXPERIENCE & SPATIAL STRATEGY