Experiencia y narrativa en el proyecto de diseño: Estrategias de marketing e interiorismo comercial

The article examines commercial interior design through the lens of user experience, conceived as an integral journey that merges functional, sensory, emotional, and symbolic dimensions. In an increasingly competitive and digitalized retail market, physical spaces become strategic stages where brand storytelling and atmospheric design contribute to differentiation and customer loyalty. To achieve this, tools such as the brand brief, which guides project decisions in alignment with corporate values; the customer journey map, which identifies user paths and touchpoints; and spatial storytelling, which conveys symbolic narratives through spatial organization, circulation, and sensory stimuli, are highlighted. The study focuses on three specialty coffee shops in La Plata: Fondacafé, which stands out for its strong visual and chromatic impact; Calma, which emphasizes warmth, cultural interaction, and a sense of pause; and LaSelva, which prioritizes integration with nature and wellbeing. The analysis shows how each proposal translates brand identity into distinct experiences, demonstrating that design without storytelling risks producing empty aesthetics, while identity-driven narratives generate authenticity and lasting value. Finally, the article underscores the potential of this approach beyond commercial contexts—such as educational, institutional, or community environments—where design can act as a sensitive interface that communicates values, fosters belonging, and strengthens connections between people and their surroundings.