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The Set List: Instant Gratification

Expectations of immediacy have never been higher. How should brands meet these expectations?

Editor’s note: this blog is the second in a series discussing trends and insights into the world around us.


Sound familiar? In our digitally enabled world of instant access, expectations of immediacy have never been higher and the demand for immediate results has seeped into all aspects of our lives.

In his book, ‘The Impulse Society’, Paul Roberts writes that ‘our entire consumer culture has elevated immediate gratification to life’s primary goal”. This is further proved by Kissmetrics statistics on ‘How Loading Time Affects Your Bottom Line’, revealing that 47% of consumers expect a website to load in 2 seconds or less.

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What Is Your Brand Saying? 

Jonathan Adler NYC

These days, digital elements and social media touch points in brick & mortar retail environments are as essential as the interior finishes, and should be just as fully integrated. There’s no such thing as offline anymore, and shopping has become a bit of information overload, but it raises another issue for retailers—many seem to be a step behind on the actual digital content and messages they deliver. With digital’s constantly moving imagery providing a platform for multiple messages to be broadcast over a single spot, it becomes a rather tall order to maintain the content and keep it fresh. This is often more than some brands can afford in their operations budgets, especially after they’ve just spent large sums for the hardware and software in the first place.

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The Set List: Trends and Insights for 2017 and Beyond

Image © Gensler

Editor’s note: this blog is the first in a series discussing trends and insights into the world around us.

“The future is already here, it is just unevenly distributed.” – William Gibson

As William Gibson rightly pointed out, no one knows exactly how the world will develop in the coming years. What we do know is that the world is evolving—and rapidly at that.

As designers who plan cities, build towers, design environments, create experiences, optimise interactions and evoke brands, it’s important to us to study people behaviours and decode the trends that will reshape the future. We are a group of people who are curious about the world around us and understand that trends are of course not limited to just one industry but bleed into all sectors of business and society.

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Speak Easy: Hospitality in the Retail Environment

In today’s competitive shopping environment, retailers are taking cues from the Hospitality industry to bring consumers back into stores.

This blog piece is based on a Q&A discussion held with guest panellists Marco P. Nijhof Head of Hospitality Strategy at Value Retail, Paul Nulty Director of Nulty Lighting specialists in Retail Lighting, Camille Lorigo Creative Commercial Development at Brand Building and Gensler designers Owain Roberts, Lara Marrero and Claire Richmond.

Hospitality has been influencing the retail industry for quite some time now—perhaps more so than any other industry, as explored during our Speak Easy series on Hospitality’s influence on our many practice areas. But it’s important to understand that retail is still changing at an incredibly rapid rate. Consumers are expecting more from their shopping experiences and the main challenge for retailers is keeping up.

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Taking Cues from Nature: How Biomimicry Can Drive ROI for Hoteliers 

Costa Rica Convention Center. Image © Gensler.

Today’s travelers expect a different standard of luxury that caters not only to their modern needs, but also to their ethical beliefs. At the same time, the idea of ‘travel’ is continually evolving, and there are more travelers now than ever before. To cater to next-generation travelers, hotels are increasingly incorporating sustainable practices into their spaces, including an innovative concept: biomimicry.

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