The role of the designer in the definition of spaces of a wellness club
It is also important to underline the growing importance of the experiential dimension of consumption and the fact that the consumer's attention is increasingly focused on the search for experiences, emotions and sensations rather than just the functionality of the product.
Designing spaces of a wellness club in a functional and experiential way
Primary values of the contemporary economy
The password is sharing, which means developing networks, relationships between people, between people and companies within which to communicate more often a new form of value: the one attributed to the experiential dimension of consumption in place of the value of goods.
In an age of community, attention to relationships, well-being (as opposed to the well-being of the purely consumerist society just before) and shared knowledge, it becomes increasingly important from an exclusively commercial point of view that of the context in which the service is used rather than just the service, the type of experience lived rather than its specific attributes.
How to define the image of a wellness club?
After brand-name shops, hotels and restaurants, the wellness club space is also called upon to produce experiences that, according to the two most current studies, as a provider of emotions, produces the greatest added value and establishes a new economy (experience economy).
It is the added value of experience that consumers are increasingly demanding and are willing to pay a higher fee for.
From the fitness centre to the boutique club
In conclusion, in the 21st century society defined by the writer Bruce Sterling as a synchronous society (from the ability of the individual to "synchronize" many stories thanks to the tools made available by technology), the strength and potential of a service will no longer be only in its content, but in the ability to create a network of affinities, feelings, perceptions common to its buyers/users. Consumption becomes a generator of sociality, a tool of aggregation.
The Wellness Club is a community of interests, in which ease of interaction and engagement, at the heart of the new business model, must be guaranteed by much more than "merely" functional layouts.