Mark Simpson explains how to design spaces around the guest's journey. Two things matter: spatial clarity so visitors know where they are, and emotional pull that makes them want to explore further.
There are a lot of people who could kind of take a moment and think about it again from the guest perspective, who could benefit from really thinking about the journey, which then it sounds very foofy, like, oh, the journey. And the emotional. Like, what does that mean in a photo? But it really means, like, does this make sense to a guest? And really, we think about it from a couple of ways, like, do I understand where I am in space? And then does it make me want to go there? And those are the kind of two things that we always try to marry. Does it still make sense, like, where you are in this location, in the house, and does it make me want to go there?
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