Issue 12 of the Journal of Biophilic Design has a focus on Retail. It is out in November, but to celebrate this, we speak with a leading name in retail design and Biophilia, Lyn Falk. She is founder and president of Retailworks, Inc. – an award-winning branding, design, display and consulting firm specializing in retail, corporate, and hospitality spaces. Her expertise in retail design, business, science, consumer behaviour and environmental psychology has helped retailers and business professionals build healthy, purposeful and productive spaces that move hearts, minds & merchandise for over 35 years.
Lyn is a passionate advocate of biophilic design. From her perspective, it is important all the time, humans are part of nature and need to reconnect with the environment rather than living in a built environment that pulls us away from nature. Early in her career she was really keen on healthy design, sustainable design and eco-friendly design and took an early interest in Biomimicry and Biophilia.
In this podcast, Lyn describes herself as a long-term preacher and educator in the sphere of biophilic design. To her, "Everything is energy, even this brick building I'm in is made from molecules and atoms and energy.” Different materials like glass, wood, and brick vibrate differently, affecting our senses and well-being. Her designs always include the immediate benefits of incorporating natural elements like plants, natural light, and fresh air into design and as many other elements the brief allows and she emphasises the importance of natural materials like wood, which have not undergone extensive processing and retain their original energy.
Lyn's design philosophy is rooted in the understanding that we are fundamentally part of nature, not separate from it. "We cannot exist without abiding by the laws of nature," she says. "We've perhaps been forced into built environments that pull that out of the environment, but we're now seeing the results of that." Those results, according to Lyn, are all too apparent in the retail and hospitality sectors, where a focus on maximizing profits has often come at the expense of human needs.
Lyn believes that by reintegrating nature into our built spaces through elements like natural light, plants, and natural materials, we can not only improve the customer experience, but also the wellbeing of employees. "I always say if I had to work in a cubicle, just shoot me," she laughs. “We are living nature, and we've been put in buildings that are static and not necessarily living, breathing buildings.”
The key, Lyn argues, is understanding how our senses and subconscious respond to different environmental cues. For instance you can increase dwell time by having your customers listen “to the right genre of music for your target market and for the product that you're selling and your brand the right genre of music at the right volume and the right aroma, people think they were only in your store for a shorter period of time than they actually were."
Ultimately, Lyn's vision for a future painted with the “Magic Brush of Biophilia” is one where biophilic design is the norm, not the exception. "Lush green and beautiful, clear blue. It's greens and blues, but all different shades, and just the depths of the green is amazing and enveloping. And the clear, deep, different coloured shades of blue that make you be able to breathe and see and there’s clarity."
As the world grapples with the consequences of our disconnection from nature, Lyn's advocacy and insight in this podcast serves as a powerful reminder that the solutions may be found in reconnecting with the very essence of what makes us human.
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