Experiential retailing in cultural spaces: A case study of multisensory design in batik boutiques

2.1 Stimulus-Organism-Response framework

The Stimulus-Organism-Response (S-O-R) framework, initially proposed by Mehrabian and Russell (1974), provides a valuable theoretical lens to examine how store atmosphere influences consumer behavior. This model conceptualizes consumer response as a result of environmental stimuli (S) influencing internal states (O), which in turn elicit behavioral reactions (R). In retail settings, especially fashion boutiques, the stimulus refers to multisensory atmospheric elements such as visual design, scent, music, and layout that create the store environment (Lazaris et al., 2022; Mower et al., 2012). These cues are purposefully curated to provoke emotional and cognitive responses that can positively influence consumer behavior, including purchase intentions, store loyalty, and engagement (Huynh et al., 2024; Vieira, 2013). The relevance of this framework has been validated by several contemporary studies in retail marketing, including those by Lazaris et al. (2022) and Vieira (2013), which demonstrate that affective responses like pleasure and arousal mediate the relationship between sensory stimuli and consumer behaviors. Fashion boutiques, by their very nature, serve as platforms for hedonically motivated shopping, where identity, emotional fulfillment, and lifestyle alignment become paramount. The S-O-R model, therefore, enables a systematic understanding of how architectural elements and sensory cues coalesce to create an engaging in-store experience.

Emotions such as pleasure and arousal play a mediating role between sensory cues and consumer actions. The organism component in the S-O-R model encapsulates these emotional and cognitive responses that are activated by the store’s atmosphere. For instance, lighting and color schemes can influence mood and perceived quality, while scent and music enhance the immersive character of the shopping experience (Roschk et al., 2017; Spangenberg et al., 2005). The response phase typically manifests in longer store visits, increased impulse purchases, and stronger brand attachment (Donovan et al., 1994; Helmefalk & Hultén, 2017). Berman and Evans (2004) outline the core components of a retail environment—exterior, general interior, layout, and displays—that serve as crucial stimuli in shaping the customer journey. The exterior includes signage and window displays that generate the first impression, while the general interior (lighting, color, music, scent) shapes the emotional ambiance. The store layout, including furniture arrangement and traffic flow, contributes to ease of navigation and product accessibility. Displays and thematic decorations serve to engage consumers visually and encourage exploration. These elements align with the S-O-R structure, where thoughtful spatial planning acts as stimuli that influence affective and cognitive organismic states, leading to behavioral responses.

In the context of fashion boutiques, the Stimulus-Organism-Response (S-O-R) framework facilitates a comprehensive understanding of how consumer motivations are translated into spatial design and multisensory experiences. Boutique stores, compared to large-scale retailers, operate under distinctive spatial and economic constraints but heavily rely on atmospheric strategies to differentiate themselves and convey brand identity (Alexander & Nobbs, 2020; Clarke et al., 2012). The application of the S-O-R model enables researchers and designers to decipher how such constrained environments can nonetheless generate high-impact consumer experiences. For instance, sensory congruence—such as aroma aligned with visual cues, ambient lighting tailored to store themes, and curated music—can enhance emotional engagement, ultimately increasing purchase intention (Helmefalk & Hultén, 2017; Lazaris et al., 2022). This approach is particularly relevant in developing markets like Indonesia, where emerging consumer segments are increasingly responsive to holistic and culturally attuned retail experiences (Nuralam et al., 2024). Furthermore, recent studies highlight that while advanced economies have begun to explore immersive digital shopping experiences through virtual reality (iVR) technologies (Erensoy et al., 2024; Yang et al., 2024), physical spatial experiences remain a central element in attracting consumers, especially in culturally embedded fashion boutiques. Atmospheric stimuli rooted in local culture continue to play a pivotal role in fostering emotional connection and consumer satisfaction (Florea et al., 2025; Parker et al., 2024; Pourabedin et al., 2022). This underscores the importance of understanding cultural contexts and local consumer preferences in designing relevant and meaningful retail experiences in non-Western settings such as Indonesia. Moreover, the S-O-R model acknowledges that emotional and cognitive responses to atmospheric stimuli are shaped by cultural, social, and psychological motivations. These include aspirations for identity expression, social signaling, and affective resonance with brand aesthetics (Khan et al., 2024; Prentice & Loureiro, 2018). Therefore, the S-O-R framework serves not only as a descriptive model but also offers prescriptive insights for enhancing retail design in alignment with evolving consumer expectations. Through this theoretical lens, the present study contributes to a deeper understanding of how fashion boutique atmospheres influence shopper behavior and generate experiential value in the retail domain.

2.2 Psychological process on physical environment in influencing consumer experience

Retail design has emerged as a relatively new discipline within academic research over the past two decades (Quartier et al., 2014; Petermans & Kent, 2017), yet it remains underexplored in scholarly literature. Specifically, the relationship between store atmosphere and psychological processes in shaping consumer experiences has received limited attention, despite its critical role in physical environment design (Servais et al., 2022). Nevertheless, several studies have considered marketing sources in the omnichannel approach, which presents opportunities for integration within retail design (e.g., Servais et al., 2018, 2022). Furthermore, the interconnection between marketing sources and retail design is carefully evaluated to focus on different objectives, methods, and terminologies in creating consumer experiences (Servais et al., 2018). These experiences are examined from the perspective of sensory systems, where store atmosphere functions as a stimulus receptor. Although Servais et al. (2022) highlight that retail design remains an underdeveloped area in academic literature, primarily because it is a practice-based applied field, only a limited number of studies have explored the relationship between store atmosphere and experiential sensory engagement (e.g., Clarke et al., 2012; Servais et al., 2022; Ustazah et al., 2024). Nevertheless, these insights serve as valuable contributions that warrant further examination in the study of store atmosphere and sensory experiences, particularly in understanding how environmental stimuli influence consumer behavior and perception.

In the field of store atmosphere and retail design, psychological processes in marketing are often associated with customer reactions to the physical retail environment, emphasizing emotional rather than cognitive perception, particularly in the context of hedonic consumption (Clarke et al., 2012; Petermans & Kent, 2016; Quartier et al., 2014). This is closely related to the extent to which sensory stimulation in the store atmosphere contributes to emotional expression and emotional exchange, which are shaped through customer interactions. As highlighted in Pal et al. (2025), shopping experiences are formed through a complex interaction of social, physical, and psychological factors, which collectively shape customers’ collective perception during their visit. In this context, psychological processes are explained through affective and cognitive responses to sensory experiences (Spence et al., 2014), which in turn influence consumer decision-making processes related to store engagement and purchasing behavior (Lashkova et al., 2020).

Referring to the model developed by Mehrabian and Russell (1974), emotions triggered by a particular environment can be classified into three dimensions: pleasure, arousal, and dominance, which describe individuals’ feelings and their approach or avoidance behaviors toward a given space. The Stimulus-Organism-Response (S-O-R) paradigm provides a practical conceptual framework for linking environmental factors (Stimulus) with individual behavioral responses (Response) through internal processes (perception, cognition, and emotional mechanisms) of an individual (Organism). In the context of store atmosphere, retailers use sensory stimuli to create a pleasant store ambiance, ultimately increasing purchase intentions, which are part of consumer behavior (Helmefalk & Hultén, 2017; Lashkova et al., 2020; Spence et al., 2014). Responses to environmental stimuli generally fall into two basic behavioral categories: approach and avoidance. Approach behavior (or convergence) occurs when individuals react positively to the environment, while avoidance behavior reflects negative reactions. The emotional state induced by the store atmosphere—pleasure, arousal, and dominance—is strongly associated with consumers’ desire to stay longer, shop, and engage in retail consumption (Mehrabian & Russell, 1974).

2.3 Experiential fashion retailing: The multisensory dimensions of store atmosphere

The concept of store atmosphere has long been a crucial component in marketing research, particularly in understanding consumer behavior and preference formation (Darden & Babin, 1994; Johnstone, 2012). However, the exploration of consumer interaction within “servicescapes”—a term often used interchangeably with “retail environment”—remains relatively underdeveloped (Alexander, 2019; Johnstone, 2012). A retail environment is defined as a space where goods and services are directly sold to consumers (Johnstone & Todd, 2012; Kotler, 1973). Traditional marketing research predominantly focuses on stimulus-response interactions within retail settings, yet recent developments highlight the significance of multi-sensory experiences, engaging all five human senses—sight, sound, smell, taste, and touch (Krishna, 2012). A multi-sensory experience is the outcome of sensory reactions to various marketing stimuli. Visual components, auditory cues, and flavors contribute significantly to shaping brand identity and reinforcing its image in consumers’ minds (Krishna et al., 2010). Among these, scent plays a pivotal role in evoking emotional responses and solidifying long-term brand associations (Lashkova et al., 2020). Additionally, tactile engagement enhances customer-product interaction, increasing the likelihood of impulsive purchases (Lashkova et al., 2020). The integration of all five senses fosters a holistic multisensory experience, enriching the overall perception of a retail establishment (Spence et al., 2014).

Research supports the impact of various sensory elements on consumer perception and behavior. Studies on visual appeal have examined the influence of colors (Puccinelli et al., 2013; Baek et al., 2018), lighting effects (Clarke et al., 2012; Lashkova et al., 2020), and visual complexity (Jang et al., 2018) in shaping store atmosphere. Scent is another crucial factor; even a fleeting exposure to an aroma can trigger sensory activation and emotional response, enhancing the consumer experience (Clarke et al., 2012). Additionally, auditory stimuli, such as music, significantly influence consumer engagement and strengthen brand identity (Servais et al., 2022; Szocs et al., 2023). In contemporary fashion retailing, an experiential approach to store atmosphere is imperative for establishing a compelling brand presence. By strategically integrating multisensory elements, retailers can create immersive environments that not only attract but also retain customers. This approach moves beyond traditional marketing paradigms, fostering deeper emotional connections between consumers and brands. Ultimately, experiential fashion retailing underscores the importance of sensory engagement in driving consumer behavior, enhancing brand loyalty, and differentiating retail spaces in an increasingly competitive market.

Sight - Sight plays a fundamental role in shaping consumer perception within retail environments. Visual elements such as color, lighting, and store layout significantly influence consumer emotions and decision-making processes. Studies indicate that warm colors like red and orange can evoke excitement and urgency, while cooler tones like blue and green promote a sense of relaxation (Puccinelli et al., 2013). Additionally, appropriate lighting enhances product visibility and creates an inviting ambiance, impacting consumers’ time spent in the store (Clarke et al., 2012; Lashkova et al., 2020). Visual complexity, such as the arrangement of merchandise and the overall store design, also affects how customers engage with a retail space, reinforcing brand identity and aesthetic appeal.

Sound - Sound serves as an essential sensory component that affects the overall shopping experience. Background music, tempo, and volume can significantly influence consumer emotions and purchasing behavior. Research indicates that slow-tempo music encourages customers to spend more time browsing, whereas fast-tempo music can create a sense of urgency and excitement (Biswas, 2019). Additionally, music genre alignment with brand identity helps reinforce a retailer’s image and appeal to a specific target market (Biswas, 2019; Biswas et al., 2019). The strategic use of soundscapes, such as nature-inspired audio or curated playlists, further enhances store ambiance, fostering positive associations and improving customer satisfaction.

Smell - Scent has a profound effect on consumer perception and brand recall. Studies suggest that pleasant aromas can elevate mood, increase time spent in stores, and enhance product evaluations (Clarke et al., 2012). Certain scents evoke specific emotions and memories, making them powerful tools for establishing long-term brand connections. For instance, floral scents are often associated with femininity and elegance, while woody or musky fragrances create a sense of warmth and sophistication (Biswas et al., 2019; Krishna, 2012). By incorporating signature scents in retail spaces, brands can create immersive experiences that differentiate them from competitors and reinforce brand identity in consumers’ minds.

Taste - Taste is an often-overlooked sensory element in fashion retail but plays a role in enhancing consumer engagement, particularly in luxury or experiential retail environments. Complimentary beverages or gourmet samples provide a sense of exclusivity and hospitality, encouraging customers to spend more time in stores. Studies suggest that taste can evoke emotions and create a multisensory memory, associating positive flavors with a brand’s identity (Krishna, 2012; Krishna et al., 2010). Retailers incorporating in-store cafes or offering refreshments enhance customer satisfaction, making the shopping experience more enjoyable and immersive. This strategy is particularly effective in high-end retail spaces where customer engagement and brand perception are paramount.

Touch - Touch is a crucial sensory factor that influences purchasing behavior by fostering a sense of connection between the consumer and the product. The ability to physically interact with merchandise increases purchase intention and encourages unplanned buying decisions (Biswas et al., 2019; Krishna, 2012). Textures, fabric quality, and product weight contribute to consumers’ evaluations, making tactile engagement essential in fashion retail. Providing opportunities for hands-on interaction through display setups, fitting rooms, and product trials enhances customer experience. Furthermore, the psychology of touch extends beyond products to store furnishings and packaging, reinforcing brand identity through high-quality materials and ergonomic designs that elevate the perceived value of a brand.

3.1 Research design

This study employs a qualitative case study approach to explore the application of experiential retailing in fashion boutiques as a strategy for brand differentiation. Given the limited qualitative investigations into how fashion retailers implement experiential strategies, this study adopted a case study approach to enable an in-depth, context-rich exploration of the phenomenon. Specifically, the research involved purposively selected fashion boutiques that specialize in batik, chosen due to their multisensory retail settings and cultural positioning. This approach allowed for the collection of detailed data from multiple sources—interviews, observations, and photo-elicitation—enabling triangulation and a deeper understanding of how spatial, sensory, and symbolic elements are employed to create unique brand experiences. The use of photo-elicitation enhances data representation by incorporating visual media, allowing participants to articulate their sensory experiences more effectively (Biehl-Missal, 2013). This method is particularly useful in capturing the aesthetic, emotional, and cognitive responses to boutique spatial design, contributing to a holistic analysis of experiential fashion retailing. Data collection was conducted over a six months period using a consistent protocol across all cases to control for variability, and attention was given to potential researcher bias through reflexive journaling and member checking. The research focuses on batik boutiques, which provide a multisensory shopping experience where consumers engage with cultural products in a unique retail environment. The study adopts an intersubjective paradigm, emphasizing the sociocultural engagement of consumers within the boutique setting (Groat & Wang, 2013). This paradigm frames knowledge through an understanding of how individuals interact with and experience the retail environment. The research ensures reliability and validity through careful participant selection, data consistency, and rigorous interpretation of findings.

3.2 Data collection and participants

Data collection was conducted over six months through qualitative methods, including semi-structured and in-depth interviews, direct observation, and photo-elicitation techniques (Creswell & Clark, 2017; Yin, 2017). Participants were purposively selected based on recommendations from the boutique owner to ensure a representative sample of long-term customers. The interviews were designed with open-ended questions to encourage detailed responses. Observational data were systematically documented in field journals, capturing spatial interactions and consumer behavior. This study examines a batik boutique in East Java, Indonesia, which serves as a case study for understanding experiential retailing in the fashion sector. The boutique, established in 2004, specializes in high-quality batik products with exclusive designs that blend classical and contemporary motifs, particularly those inspired by Surabaya City. Catering to an upper-middle-class clientele, including professionals, dignitaries, and art collectors, the boutique offers more than just retail space; it functions as a cultural and educational hub where customers can engage in workshops and learn about batik craftsmanship.

Methodological triangulation was employed to enhance reliability by cross-referencing data from interviews and observations. Data transcription was facilitated using professional software, and participants were given opportunities to review their transcripts to ensure accuracy. Photo-elicitation was used as a key technique, where participants selected three preferred boutique spots that influenced their purchasing decisions. This method allowed for deeper exploration of sensory perceptions, moods, and spatial experiences (Biehl-Missal, 2013). Ethical considerations were prioritized, with verbal and written consent obtained from participants. This study received ethical approval from the Directorate of Research and Community Service (Direktorat Riset dan Pengabdian kepada Masyarakat/DRPM), Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia, under Approval No. 1969/IT2.IV.1/B/TU.00.09/2023, dated 22 May 2023. The research strictly adhered to the ethical principles outlined in the Declaration of Helsinki (World Medical Association, 2013), which governs ethical conduct in research involving human subjects (https://www.wma.net/policies-post/wma-declaration-of-helsinki-ethical-principles-for-medical-research-involving-human-subjects/). Prior to participation, all individuals were thoroughly informed about the study’s purpose, procedures, potential risks, and their rights as participants. Written informed consent was obtained from each participant, confirming their voluntary participation and understanding of the study. Participants were assured that their identities would remain confidential and anonymous. All data were securely stored on password-protected devices accessible only to the research team and used solely for academic and scientific purposes within the scope of this study.

Participants remained anonymous, and all identifiable information was coded. Five participants were selected, all of whom had been loyal customers for over a decade. Their backgrounds varied, including socialites, art enthusiasts, government officials, and banking executives, representing the boutique’s target market (see Table 1). The analysis identified consistent patterns in sensory perception mechanisms, with follow-up interviews conducted to validate findings and ensure data reliability. To find out the customer’s experience, the following Table 2 presents the structure of the questions used in the in-depth interviews, which refers to the structure of the questions in the multisensory perception theory of fashion retail (Alexander & Nobbs, 2016).

3.3 Data analysis

The data analysis was conducted using NVivo 12, a proprietary computer-assisted qualitative data analysis software developed by QSR International (https://www.qsrinternational.com/nvivo-qualitative-data-analysis-software/home). NVivo is widely recognized for its robustness in managing complex qualitative datasets and has been extensively used in previous studies on sensory retail and consumer experience (e.g., Bonfanti & Yfantidou, 2021; Bonfanti et al., 2023; Khaneja et al., 2022; Nartker et al., 2024), which supports the methodological reliability of its application in this research (Zha et al., 2022). NVivo enabled systematic coding and thematic analysis by organizing, classifying, and retrieving rich textual and visual data derived from in-depth interviews, field observations, and photo-elicitation techniques. To enhance transparency and replicability, researchers may alternatively employ RQDA, an open-source, R-based qualitative data analysis tool (Zha et al., 2022), which provides similar functionalities including coding, memo writing, and query analysis (available at https://rqda.r-forge.r-project.org/). The initial coding structure was grounded in major thematic categories such as boutique physical elements, multisensory perceptions, emotional responses, and spatial behavior. The data were segmented into nodes and analyzed thematically using a matrix coding query to explore cross-theme associations. This helped identify recurring patterns linking boutique design elements with consumers’ emotional and sensory responses (Miles et al., 2019). As demonstrated in Bonfanti and Yfantidou’s (2021) content analysis to identify the dimensions of the customer shopping experience through coding and pattern detection in qualitative data, a similar methodology was also adopted in Bonfanti et al. (2023). Meanwhile, Nartker et al. (2024) utilized coding techniques to detect the most frequently occurring words, setting a threshold of at least 100 occurrences, which led to the identification of 30 keywords appearing more than 100 times in customer reviews. The use of visualization tools and iterative coding cycles ensured data saturation, enhancing analytical reliability by confirming theme consistency across participants (see Table 3).

Preliminary findings from the coding process revealed a hierarchical influence of boutique elements on sensory experience, indicating that certain atmospheric factors—such as lighting, scent, and spatial layout—tended to dominate or modulate others in shaping participants' perceptual and emotional engagement. As part of the initial analytical exploration, this observation guided the development of more focused queries and informed the subsequent structuring of themes presented in the results section. Clarifying this hierarchical pattern at the exploratory stage allowed for a more nuanced interpretation of how boutique atmospheres are constructed and experienced.

The results indicated a hierarchical influence of boutique elements on sensory experience. Layout and design emerged as the most dominant factor, with percentages ranging from 33.15% to 44.97% across participants. Display and decoration also had a strong impact, ranking second in significance, with a percentage range of 29.62% to 38.79%. General interior aspects displayed moderate influence, varying between 13.22% and 30.62%. Exterior elements had the least impact, ranging from 1.06% to 13.16%, indicating their minimal role in shaping sensory perceptions. Despite this, the analysis confirmed data saturation, as patterns remained consistent across participants. NVivo facilitated cross-referencing of interview data, enhancing accuracy and depth in identifying critical factors affecting the boutique’s experiential atmosphere. The structured presentation of results allowed for a comprehensive understanding of the sensory dynamics within the retail space.

4.1 Cultural intimate and cozy

In consumer perception, the interior design arrangement and visual appeal within the boutique are critical in creating a cozy atmosphere, with less emphasis placed on external appearances. The emphasis on sight and sound suggests that these senses play a key role in fostering a comfortable and intimate environment, potentially through visual aesthetics and ambient sounds. The perception of an object through sight, touch, and sound is a significant factor in establishing a sense of intimacy and comfort with the object in question (Schifferstein & Spence, 2008; Van Rompay & Ludden, 2015). These themes contribute to meanings that influence purchasing behavior through various emotions arising from multisensory perception and unique spatial behaviors, provided that the physical elements of the space align with the needs, motivations, memories, and values of the user. As the third participant stated, the assortment of spatial elements situated near the merchandise evoked memories of furniture design, arrangement, and decoration from her childhood home:

The display arrangement (with products placed on the amben, a traditional wooden bench), along with the decoration, layout, and design of the space, encourages free-sitting activities and behaviors, including cross-legged and reclining positions among consumers. These elements of the retail atmosphere facilitate interaction with the products, such as displaying, stretching, observing, and touching batik. This interaction allows consumers to discuss, confer, and chat casually with friends who accompany them. As stated by Participant 1:

The high level of pleasure aligns with the boutique’s goal of creating a welcoming and satisfying experience, while the low level of arousal suggests a calm and relaxing atmosphere rather than an overly stimulating one. This ultimately encourages free interaction with the product and other social entities, fostering a sense of intimacy and closeness to the product. In turn, this influences consumer purchasing behavior.

4.2 Relaxation and connection

The experience of relaxation and connection to the spatial atmosphere in batik boutiques is primarily shaped by the flow and structure of the room. Spatial flow and sound elements contribute to a sense of relaxation and connection (Biswas et al., 2019; Clarke et al., 2012). These atmospheric elements facilitate relaxation and enhance the ease of interaction with the batik products on display. In consumer perception, elements of display and decoration serve to reinforce the cultural and aesthetic themes of the boutique, thereby creating a strong visual appeal and artistic value associated with batik culture. As stated by Participant 4:

The general interior dimension, while exerting a minor influence, still plays a role in establishing the initial mood as visitors enter. It fosters a sense of relaxation and comfort, though it is not a primary factor in shaping the overall atmospheric experience. Additionally, sound elements contribute to a relaxed and nostalgic ambiance, particularly through the use of background music or culturally relevant sounds. As stated by Participant 5:

Visual elements play a crucial role in enhancing an alluring shopping experience and reinforcing the artistic value of batik. The tactile element, which allows customers to physically interact with batik cloth, is an important factor in strengthening the emotional connection and creating a more immersive experience. Similarly, a subtle aroma enhances relaxation and comfort, though it is not the primary focus. Additionally, taste perception may be tied to cultural experiences, such as the offering of traditional drinks in the boutique to enrich the ambiance. As stated by Participant 2:

Pleasure emerges as the most dominant emotion, suggesting that the shopping experience is designed to satisfy and evoke happiness when selecting batik products. A high dominance emotion dimension indicates that shoppers feel “in control” of their shopping experience, allowing them to choose products in a relaxed and deeply connected manner. The concept of relaxation and connection can be strategically implemented by retailers to create an atmosphere that fosters both comfort and a natural connection between customers and the retail environment. Such an atmosphere enhances a welcoming shopping experience and strengthens relationships—both between customers and the products and among the customers themselves. A relaxed atmosphere fosters personal attachment to the product, which may influence purchasing decisions based on feelings of comfort and confidence. Furthermore, a relaxed setting encourages social interactions, which can positively impact purchasing behavior (Bitner, 1992). Social connections within the boutique may further reinforce purchase decisions, as customers receive recommendations and validation from their peers, contributing to a positive and engaging shopping atmosphere.

4.3 Holistic and harmonic spatial experience

In the context of batik boutiques, an effective spatial arrangement naturally guides visitors while providing convenient access to the diverse batik collections, thereby creating a holistic, well-structured, and aesthetically pleasing shopping experience. The way items are displayed and decorated plays a significant role in reinforcing cultural harmony within batik boutiques. From a consumer perception perspective, the arrangement of general interior elements establishes a cohesive atmospheric foundation, fostering a sense of comfort and connection between customers and the boutique environment. As Participant 1 stated:

The exterior of the boutique serves to attract attention and provides an initial impression of the atmosphere that customers will experience upon entering. The boutique’s physical elements, including its exterior design, shape visitors’ first impressions, influencing their mood and expectations (Bitner, 1992). From a sensory perception standpoint: (1) auditory perception responds to sound elements that enhance cultural nuances and set a relaxing and motivating mood; (2) visual perception is influenced by attractive product displays and aesthetic layouts, which contribute to a cohesive and evocative experience; and (3) tactile perception allows customers to engage directly with batik fabrics and design elements, fostering a sense of personalization and authenticity. Vision, touch, and sound perception work synergistically to create a unique and immersive connection with the boutique environment (Bremner & Spence, 2017; Spence et al., 2014). Although its impact is indirect, taste perception can be integrated into the overall atmospheric experience, further enriching the cultural ambiance of the boutique. This concept was articulated by Participant 4, who elaborated on the role of olfactory perception, particularly the aroma of wood and tuberose. She emphasized that these scents have the power to evoke tradition, culminating in a deeper and more immersive experience. Sensory perception—encompassing sight, touch, sound, taste, and smell—creates a holistic experience that enhances customer engagement (Spence et al., 2014). The carefully curated atmosphere plays a pivotal role in stimulating consumer interest and motivation, ultimately influencing their shopping behavior and purchasing decisions.

4.4 Showing off and projection of self

This study examines the formation of the theme associated with the terms “showing off” and “self-projection” within the context of batik boutiques. From a consumer perception perspective, the layout and design elements of these spaces play a pivotal role in reinforcing these themes. By strategically arranging products and optimizing displays, customers are able to move freely and perceive the shopping environment as supportive, which, in turn, enhances their confidence while shopping. The presence of culturally significant elements in displays and decorations not only enhances the visual appeal of the space but also provides customers with the opportunity to express their personal identity and values through their product choices (Ching, 2023). As Participant 2 stated:

Sight is the dominant sensory modality in this experience, allowing customers to focus on batik details and cultural elements that are well-presented. This enhances their sense of pride and personal connection in selecting products. The harmonious atmosphere, created through the integration of sound elements with batik culture, fosters comfort and confidence, thereby facilitating self-expression within the boutique environment. Additionally, tactile experiences allow customers to gain a firsthand understanding of the quality of batik fabrics and interior design elements, fostering a deeper personal connection with the products. The combined perception of sight, sound, and touch supports expressions of self-projection and freedom, ultimately leading to the desire to “show off” (Servais et al., 2022). An atmosphere that emphasizes “showing off” has been shown to encourage customers to linger longer, become more engaged with display and decoration elements, and consequently extend their visit duration. The concept of “showing off” often prompts customers to engage in photography and social media sharing of their experiences. Meanwhile, the concept of “self-projection” motivates customers to seek products that align with their personality, often leading them to spend more time exploring items that resonate with their identity. The application of these experiential concepts, namely “showing off” and “self-projection,” enables stores to create an atmosphere that not only captures attention but also fosters emotional connections and enhances customers’ sense of identity. This, in turn, can lead to an increase in purchase intentions and decisions.

4.5 Immersive and nostalgic

The formation of the themes of “immersive” and “nostalgic” experiences in the atmospheric space of batik boutiques is shaped by dominant display and decoration elements, such as batik arrangements, cultural ornaments, and decorative features. These elements play a crucial role in triggering nostalgic feelings and creating immersive experiences. The immersive theme, which evokes a sense of home and closeness to family, is reflected in the statement by Participant 5, who noted that product displays intentionally designed to highlight the material’s character and history can evoke addictive imagination and curiosity:

Additionally, the layout and design of the space play a significant role in fostering a sense of connection within the boutique environment. Visual perception is the most potent sensory catalyst, as it serves as a key element in evoking authenticity and nostalgia. The integration of visual and physical elements is instrumental in creating an immersive experience, thereby fostering a deep emotional connection between the consumer and the spatial environment (Spence et al., 2014). Memorable visual elements from the past can significantly influence a person’s mood and emotions, particularly when a stimulus triggers their imagination in a given moment. For instance, nostalgia can manifest through material objects that evoke past memories and transform them into a feeling of home (Clarke et al., 2012). As Participant 3 stated, the spatial elements surrounding the merchandise evoked memories of furniture design, arrangement, and decoration from her childhood home:

It is essential to explore and observe elements that evoke sentiments linked to the past, as this often results in customers spending an extended duration in the store, engrossed in the process of reminiscence (Holbrook & Schindler, 2003). The concept of the “immersive” theme has been shown to encourage customers to extend their stay in retail environments, fostering a sense of comfort and potentially facilitating interactions with staff or other patrons. A relaxed atmosphere fosters ease and engagement, prompting customers to linger longer in the store. Additionally, customers often seek to share nostalgic experiences with friends or family, either through social media or by inviting acquaintances to visit the store together. By cultivating an atmosphere that is both “immersive” and “nostalgic,” retailers can offer customers an experience that is not only sensory but also emotionally resonant. This strategy effectively captures customers’ attention and fosters loyalty, as the store successfully creates a comfortable, engaging, and memorable environment.

5.1 Discussion

Retail design has gained increasing attention in academic discourse over the past two decades (Quartier et al., 2014; Petermans & Kent, 2017), yet studies linking store atmosphere to psychological processes in consumer experiences remain limited (Servais et al., 2022). This research highlights how batik boutiques function as more than commercial spaces, offering immersive and culturally resonant experiences. Unlike conventional retail settings that prioritize efficiency, batik boutiques encourage emotional engagement through spatial design, decorative elements, and sensory interactions. This aligns with the Stimulus-Organism-Response (SOR) paradigm (Mehrabian & Russell, 1974), where environmental stimuli trigger emotional and behavioral responses that shape consumer experiences. The findings emphasize that consumer experiences in batik boutiques are shaped by multisensory interactions, influencing engagement, brand loyalty, and purchase intention (Krishna, 2012; Spence et al., 2014). Visual elements, such as color, lighting, and traditional batik displays, create an aesthetic and nostalgic ambiance, reinforcing cultural authenticity. Auditory components, including background music and natural sounds, further enhance the immersive experience, influencing mood and store perception (Biswas, 2019). Tactile engagement is another key factor, as the texture, weight, and quality of batik fabrics contribute to purchase decisions and emotional connection. Previous research suggests that physical interaction with products increases consumer attachment and purchase likelihood (Lashkova et al., 2020). Additionally, scent and taste serve as complementary sensory layers, enriching the overall experience. The presence of traditional floral scents, wood aromas, and refreshments enhances customer satisfaction, reinforcing cultural connections and extending store visits (Krishna et al., 2010).

Beyond sensory engagement, batik boutiques function as spaces for identity projection and social interaction. Retail design allows consumers to express personal values through product choices, reflecting a shift towards experience-driven shopping. The boutique layout and aesthetic encourage social behaviors, such as trying on products, capturing moments, and sharing experiences on digital platforms. This aligns with previous research that emphasizes retail environments as platforms for self-expression and social validation (Bitner, 1992). The study reinforces that batik boutiques extend beyond traditional retail, offering immersive, sensory-driven, and culturally meaningful experiences. Unlike mass-market retail spaces, these boutiques emphasize heritage, storytelling, and emotional engagement, fostering brand loyalty and deep consumer attachment. Multisensory engagement enhances customer experience and brand perception, while nostalgic and immersive design elements encourage longer visits and stronger connections with the brand. Additionally, retail spaces function as platforms for self-expression and social interaction, shaping modern consumer behavior.

5.2 Theoretical contribution

This study contributes to the academic discourse on retail atmosphere and consumer experience by integrating multisensory engagement, cultural identity, and spatial interaction within the context of batik boutiques. While previous studies have predominantly examined store atmosphere in terms of functional and aesthetic design (Quartier et al., 2014; Petermans & Kent, 2017), this research expands the discussion by demonstrating how culturally embedded retail spaces foster emotional connections and experiential engagement. By incorporating the Stimulus-Organism-Response (SOR) paradigm (Mehrabian & Russell, 1974), this study reinforces the role of environmental stimuli in shaping consumer emotions and behaviors. It highlights that sensory elements such as sight, sound, touch, and scent function as psychological triggers, influencing consumer attachment, store loyalty, and purchase decisions. This research further advances the understanding of nostalgic retail design, showing how traditional decorative elements and immersive spatial arrangements enhance emotional engagement. Additionally, this study extends the experiential retail framework by positioning batik boutiques as spaces for self-expression and social interaction, aligning with contemporary theories of experiential marketing and consumer identity formation. The findings emphasize that retail spaces are not just commercial settings but also platforms for cultural preservation and personal storytelling, offering a new perspective on the intersection between retail design, cultural heritage, and consumer psychology.

5.3 Practical contribution

This study provides concrete guidance for retailers, particularly batik boutiques, in developing effective retail space design strategies that enhance customer experience, engagement, and brand loyalty. The findings emphasize the importance of multisensory retail design, offering practical insights for interior designers and architects to integrate lighting, color, texture, sound, and scent in creating an immersive and comfortable shopping environment. By incorporating these elements, retailers can improve customer satisfaction, encourage longer store visits, and stimulate spontaneous purchases. Additionally, this study highlights the significance of culture-centered customer experience strategies in retail design. Understanding consumer preferences and cultural identity allows retailers to create meaningful and nostalgic shopping environments. By incorporating traditional decorative elements, authentic layouts, and batik heritage narratives, boutiques can reinforce consumer appreciation for batik as a cultural legacy, strengthening their emotional connection to the brand. From a marketing and customer loyalty perspective, a strategically designed store atmosphere fosters emotional engagement and social interaction, helping retailers differentiate themselves in competitive markets. This approach is particularly relevant for businesses targeting mid-to-premium consumer segments, where shopping experiences play a vital role in consumer decision-making. Furthermore, this research serves as a framework for experience-driven retail strategies, shifting the focus from product-based retailing to emotionally enriching shopping journeys. By enhancing store ambiance, retailers can create more memorable and engaging retail spaces, contributing to long-term brand sustainability and competitiveness in the evolving marketplace.