Why the 21st Century Belongs to Experience Designers — and What That Means for Wellness Spaces
Chip Conley recently wrote on his LinkedIn post , “Why the 21st Century Belongs to Experience Designers (https://tinyurl.com/y2zzpt7j)
He’s right.
“We live in an era where most people say they’d rather spend money on experiences than possessions. (A recent Harris Poll found that 72% of millennials prefer experiential purchases over material ones.)”
And yet, the spotlight still falls mainly on those who design the tangible.
Chip asks a powerful question:
What about the people who design the moments that make us feel alive?
“Architects build walls. Experience designers know when to melt them.
Interior designers pick fabrics. Experience designers weave laughter, ritual, and awe into the air.
Fashion designers dress the body. Experience designers? They dress the soul.”
This is exactly the space Blu Spas pursues.
Designing Spaces vs. Designing Experiences
We don’t just draw plans or pick finishes. We design for the invisible architecture of experience: the transitions, rituals, and sensory cues that transform a guest’s state of mind.
A well-designed spa experience can cradle your soul for a lifetime.
When we plan a new spa or wellness destination, our questions go beyond square footage or style. We contemplate or ask:
- Where does the guest first inhale?
- How do they transition from movement to stillness?
- What cues tell them they’re secure, cared for, and welcome?
- How can architecture, nature, and programming combine to create a rhythm of restoration?
These questions help us go beyond amenities and into the realm of experience design.
Why Experience Design Matters in Wellness
Wellness is no longer an add-on; it’s an ecosystem. Guests don’t come just for a treatment—they come for a journey.
Chip Conley highlights colleagues who make online gatherings feel like campfires and workshops feel like dances. In wellness spaces, the same principle applies. The best spas and wellness destinations feel choreographed—not scripted, but intentionally sequenced to evoke a sense of connection, ritual, and renewal.
This is where wellness design transcends aesthetics. It becomes a form of hospitality that touches the senses and the soul.
A Call to Celebrate Experience Designers
Chip writes, “The 21st century belongs to Experience Designers. It’s time we start celebrating them as loudly as we do the architects and fashion icons—because they’re shaping the real architecture of our lives.”
We couldn’t agree more. The future of wellness depends on how well we design experiences, not just spaces. It’s about authentic story, sense of place, connection, and environments that help people feel truly transformed.
That’s why we do what we do. And that’s why this “new frontier” for wellness excites us so much.
*Credit – This article was inspired by Chip Conley’s recent email on experience design.
