The reality of shopping is constantly changing and evolving, the emotional part is one of the main reasons why customers prefer physical rather than digital shopping. The research focuses on the field of experiences. Through a comparison between the world of theme parks and Serravalle, the research has focused on theories concerning both the architectural and emotional spheres. The goal of the research is to create a project that can differentiate the offer according to the different types of users by creating multiple scenarios. The purpose of these scenarios is to introduce a new experience within the center, using the sky as a designing method.
The design technique of this project was realized thanks to the study of the design of the sky, especially using reflections.