The Problem — Why It Matters
Traditional furniture retail environments no longer meet the expectations of modern shoppers who crave immersive, adaptive, and memorable experiences. Ashley Furniture needs to transform its showroom into an innovative destination that captivates visitors, inspires them to envision the future of home living, and stands out in the competitive Las Vegas market.
Key Insight
1. Modern consumers want more than static showrooms — they expect interactive, future-forward spaces that adapt to their lifestyles.
2. The Las Vegas market demands experiential retail that competes with world-class attractions and keeps visitors engaged and inspired.
3. Emerging technologies (AI, smart materials, immersive reality) and wellness trends create opportunities to turn furniture into living, responsive systems that enhance comfort, health, and sustainability.
4. By designing themed Experience Zones, Ashley can position itself as a visionary brand — redefining home living and building deeper, emotional connections with customers.
Design Strategy
How might we transform Ashley’s Las Vegas store into an immersive, future-forward destination that inspires visitors by blending technology, wellness, sustainability, and interactive storytelling — redefining furniture retail as a visionary home living experience?
The Result
The project delivered a detailed experiential retail concept and storytelling framework for Ashley Furniture’s new Las Vegas store. It transformed a traditional showroom plan into a visionary multi-zone destination, complete with six immersive Experience Zones that demonstrate the future of home living through adaptive furniture, AI-powered comfort, wellness integration, sustainability, and immersive reality. This concept positions Ashley as an innovator in retail — offering customers an unforgettable, interactive journey that goes far beyond shopping and turns the store into a true lifestyle showcase.
