Commercial Interior Design: Interior design as a strategy for profitability in new-construction apartments

Authors

Leticia Jacqueline Robles Cuéllar (ed)
Coordinator
DOI: https://doi.org/10.33064/UAA/978-607-2638-99-0

Keywords:

Interior Design, Architecture, Commercial Interior Design, Retail Design, Marketing, Spatial Perception, Business Strategy, Liveability, Storefront, Consumers, Curbside Pickup Systems, Retail Stores, Sneaker Culture

Synopsis

In recent decades, interior design has expanded its scope by incorporating new areas of study and specialization, notably commercial interior design. From a holistic perspective, this discipline has traditionally been linked to purely aesthetic and functional aspects of design and atmosphere creation; however, this approach has evolved into more complex perspectives, where spatial perception, user experience, and commercial strategies are integrated to create meaningful environments. In this context, criticism has emerged regarding commercial design practices, incorporating interdisciplinary theories and methodologies that address the contemporary challenges of the retail sector.

This study is grounded in a holistic perspective that encompasses commercial spaces and recognizes that they cannot be analyzed solely in terms of their physical composition; rather, they are the result of multiple perceptual, symbolic, emotional, and technological factors. In this context, the contemporary user seeks not only to purchase a product but also to engage in a comprehensive experience that connects them emotionally, cognitively, and sensorially through their interaction with the brand and its surroundings. In this way, commercial interior design emerges as a key tool for generating value—not only economic value, but also identity and cultural value.

The work is structured around a series of chapters that address different dimensions of the spatial-commercial phenomenon, beginning with an introspective look at the contemporary inhabitant’s response to new consumption models, and also involving the application of digital-age technologies—such as artificial intelligence—to actively optimize layout and user experiences. It also analyzes methodologies that allow for rethinking space through hybrids such as pickup or by exploring the role of the storefront as a sensory and narrative interface of spatial discourse, and examines specific cases such as sneaker culture, where the store becomes a platform for identity and community building.

The book recognizes the role of the interior designer as a mediator between consumer needs, brand strategies, and the potential of the physical environment, in an era marked by technological innovation and constantly changing consumer habits. An interdisciplinary approach that draws on key theories such as environmental psychology, spatial perception (Gestalt, cognitive load, UX), neuromarketing, user experience, and emotional design, offering a comprehensive reflection on the evolution of commercial design in a post-digital context.

Chapters

  • Prologue
    Fausto Enrique Aguirre Escárcega
    PDF
  • Presentation
    Leticia Jacqueline Robles Cuéllar
    PDF
  • Chapter 1. Commercial interior design from a holistic perspective: integrating spatial perception and business strategy
    Leticia Jacqueline Robles Cuéllar
    PDF
  • Chapter 2. The interior, the user, and the search for empathetic experiences of livability in commercial spaces
    Mario Ernesto Esparza Díaz de León
    PDF
  • Chapter 3. Between art and persuasion: the multidimensional impact of storefront displays on consumer behavior
    Irma Lozada Rincón, Rebecca Soriano Carmona
    PDF
  • Chapter 4. An interdisciplinary perspective on commercial design: perception, concepts, and technologies
    Aarón Alberto Ruiz Esparza Gutiérrez, María Ángela Dakak Adoumieh
    PDF
  • Chapter 5. Methodology for the analysis and redesign of curbside pickup systems at retail stores in shopping malls
    Nora Luz Quiroz Santiago, Sandra Natalia Barros Córdoba
    PDF
  • Chapter 6. Sneaker culture in Barcelona: an exploration through retail
    Adriana Sotelo Ramírez
    PDF

Author Biographies

Leticia Jacqueline Robles Cuéllar, Coordinator

Bachelor’s degree in Interior Design from the Autonomous University of Aguascalientes. Master’s degree in Interior Design and Architecture from the Polytechnic University of Madrid, Spain. Ph.D. in the Philosophy of Architectural Interiors from the University of Naples Federico II, Naples, Italy. Head of the Retail Services Department at Specialized Components, Mexico, in 2010. Coordinator of the Bachelor’s Degree in Interior Architecture at the University of the Americas, Puebla, in 2015. Coordinator of the Doctorate in Sciences of Anthropic Environments in 2020 and 2024. Currently, and since 2015, Research Professor at the Autonomous University of Aguascalientes and member of the Academic Body of Comprehensive Design Studies. Visiting professor at the Ibero, León, and Anáhuac universities in Querétaro. Member of the National System of Researchers (SNI) Level 1. Specialist in retail design and visual merchandising. Speaker and author of national and international articles with an emphasis on commercial space design, a developing theme in the professional and research fields. Founder of the firm Trafori Interiorismo.

Mario Ernesto Esparza Díaz de León

Architect, Master of Industrial Design, and Doctor of Philosophy in Architectural Interior Design. Full-time Research Professor in the Department of Interior Design at the Center for Design and Construction Sciences, Autonomous University of Aguascalientes, Mexico. Member of the UAA-CA-111 Comprehensive Design Studies Research Faculty. Visiting professor at the Ibero-American University, Anáhuac University, the Autonomous University of Sinaloa, the Autonomous University of Ciudad Juárez, and the University of Naples Federico II in Italy. Founder and Academic Director of the International Research Network on Architectural Interiors (INTERNING), with a presence in Mexico, the United States, Spain, Italy, and Japan.

Irma Lozada Rincón

She holds a Bachelor’s degree in Architecture from the Universidad Veracruzana, a Master’s degree in Architectural Design from UNAM, and a Master’s degree in Interior Design from ISU Universidad. She is currently completing her Doctorate in Education at the Intercontinental University. She has taught for over 26 years at institutions in Veracruz, Puebla, and Mexico City, covering Architecture, Civil Engineering, Graphic Design, Fashion Design, Interior Design, Marketing, and International Business Relations. Currently, she teaches at Westhill University, UVM (Coyoacán), and UIC, where she is a full-time professor of RCI. She has contributed to certification processes. She is the founder, general director, and editor-in-chief of the digital magazine ACALIA. She has worked as a residential real estate designer at IGA Architects and Entorno Constructivo.

Rebecca Soriano Carmona

A graduate of the Intercontinental University, she earned her degree in architecture based on her academic performance. She is currently pursuing a Master’s degree in Architectural Interior Design at the Motolinía University of Pedregal, where she is in the research phase. She has participated in the development of architectural projects for residential housing and student apartments in Tepoztlán and Xalapa, Veracruz, collaborating with the firms IGA Architects and Entorno Constructivo. She is the founder, deputy director, and co-editor of the Digital Journal Acalia. With an interest in teaching, she has served as an assistant to professors of architecture and offers academic advising to architecture students, promoting their comprehensive education through theoretical and practical guidance.

Aarón Alberto Ruiz Esparza Gutiérrez

He holds a Bachelor of Architecture from the Autonomous University of Aguascalientes (UAA) and a Master’s degree in Education with a focus on the use of ICTs from the Inter-American University for Development (UNID). He has specializations in English language (SEP) and in Modern and Contemporary Art Studies (UAA).

Full-time professor at the UAA in the Bachelor’s programs in Architecture (2009–2016) and Interior Design (since 2012), teaching courses in representation, methodologies, design, and comprehensive workshops. Member of the ANPADEH evaluator roster and the Interning research network. He has authored various publications focusing on methodology, analysis, and reflection on interior living spaces.

As a professional, he has worked as a freelancer on renovation and construction projects for residential, commercial, and workplace spaces in the private sector.

María Ángela Dakak Adoumieh

She holds a degree in Architecture from Simón Bolívar University (USB) in Caracas and a Master’s degree in Interior Design from the Polytechnic University of Madrid (UPM). She specializes in English and French, and has completed studies in Advanced Infoarchitecture (CICE, Madrid). She is an Autodesk Certified Professional (3ds Max 2014). She is a director at the firm 5D Proyectos (2014), where she carries out professional architectural and interior design work for commercial, corporate, residential, and industrial spaces, from conceptualization through to the execution of civil engineering projects. She teaches 2D drafting courses using AutoCAD (Autodesk) and 3D modeling courses ranging from beginner to advanced levels using 3ds Max (Autodesk) to create photorealistic renders and virtual tour animations.

Nora Luz Quiroz Santiago

Ph.D. candidate in Anthropological Sciences, with a focus on Urban Studies and Land Use Planning, at the Autonomous University of Aguascalientes. Master’s degree in Administrative Management from the National Technological Institute of Mexico and a degree in Engineering and Architecture from UNEA. Technical training in Comprehensive Risk Management from the National Center for Disaster Prevention. Her research interests are developed from an interdisciplinary approach: innovation, business, technology, architecture, urban planning, and mobility. She has been a speaker at national and international conferences and academic events. She is a higher education instructor with experience in supervising student research. She is a co-founder of NEDU A.C., where she has served as director of STEM projects.

Sandra Natalia Barros Córdoba

She holds a Ph.D. in Anthropological Sciences, a Master’s degree in Art, and a Bachelor’s degree in Industrial Design from the Autonomous University of Aguascalientes. She also has technical training in Graphic Design from the IEC. Her professional career spans various areas of design, including quality control, construction supervision, project management, and independent consulting in the fields of architecture, industrial design, graphic design, and interior design. In the academic sphere, she has taught at the university level at the Pan-American University, the Autonomous University of Aguascalientes, the Cuauhtémoc University, and the Polytechnic University of Aguascalientes. Her research focuses on the integration of local natural materials into design, with the aim of promoting sustainability and strengthening cultural identity in the development of spaces and products.

Adriana Sotelo Ramírez

A specialist in retail marketing and visual merchandising with over 10 years of experience in the sector across Latin America and Europe. She has developed display and commercial communication strategies for global brands such as adidas, IKEA, and Levi’s, as well as for small and medium-sized businesses, universities, and independent cultural projects. Her approach combines aesthetic sensibility, strategic thinking, and trend analysis. She has led academic programs in visual merchandising and supported commercial transformation processes as a consultant at the Bogotá Chamber of Commerce. In 2024, she specialized in retail design at Elisava (Barcelona) and is currently conducting market research in Asia, exploring new forms of consumption, experience design, and the evolution of retail.

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Copyright (c) 2025 Leticia Jacqueline Robles Cuéllar; Fausto Enrique Aguirre Escárcega; Leticia Jacqueline Robles Cuéllar, Mario Ernesto Esparza Díaz de León, Irma Lozada Rincón, Rebecca Soriano Carmona, Aarón Alberto Ruiz Esparza Gutiérrez, María Ángela Dakak Adoumieh, Nora Luz Quiroz Santiago, Sandra Natalia Barros Córdoba, Adriana Sotelo Ramírez

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