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Store Design and Visual Merchandising by Claus Ebster

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Chapter 5

Store Atmosphere

Communicating Using the Senses

It’s a hot and stuffy summer day in Central Florida. A visibly agitated customer stands in front of the window of the customer service center at the entrance to Walt Disney World’s EPCOT Center. The man is furious because of the inattentive service he received in one of the restaurants on the property, and he yells at the customer service representative behind the window. The customer service representative remains calm and asks the customer to enter the customer service lounge. A buzzer sounds, the door opens, and the angry customer enters the lounge.

The atmosphere in the lounge is very different from the rest of EPCOT Center. Instead of the heat outside, it is pleasantly air-conditioned. ...

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