Population ageing is one of the most significant phenomena of the 21st century.
According to the UN, by 2050 one in six people in the world will be over 65. This demographic shift not only affects healthcare and pension systems, but is also redefining how brands design their physical spaces. Now more than ever, inclusive retail is not an option—it is a strategic necessity to connect with older, more diverse, and active consumers.
The challenge goes beyond physical accessibility. It’s about creating environments where people of all ages, abilities and cultural backgrounds can interact with brands comfortably, safely and meaningfully. This requires breaking stereotypes and adopting a holistic design approach. How can this be achieved? Through retail that blends aesthetics, ergonomics, technology, and empathy.
Inclusive design is not design for disabled people. It is design for the plurality of human beings.
Accessibility beyond ramps
Designing an accessible space does not simply mean complying with regulations.
It goes further than installing ramps or lifts. It’s about ensuring that everyone can navigate, interact with, explore and enjoy the space independently and confidently. And this starts by understanding sensory, cognitive and mobility needs.
Key aspects of inclusive accessibility:
Uniform lighting without glare: older adults may struggle with lighting transitions or reading signage in dark environments.
Signage with clear fonts and high contrast: essential for people with low vision or mild cognitive impairment.
Wide aisles and unobstructed circulation: facilitates comfort for all users—seniors, parents with strollers, or those with temporary mobility issues.
Ergonomic furniture: seats with backrests, displays at accessible heights, and fitting rooms designed for different needs show consideration and inclusivity.
A well-designed accessible space is not noticed—it is simply enjoyed.
Generational diversity at the point of sale
Not all consumers over 60 are the same.
Some are digitally savvy; others require guidance for using apps or self-checkout screens. Designing for this diversity means abandoning clichés and thinking in terms of personalised experiences.
Design strategies for diverse audiences:
Segmented spaces by shopping pace: calmer zones for slower exploration and dynamic areas for faster experiences.
Assisted technology: from user-friendly touch kiosks to voice assistants, tech should be empowering—not a barrier.
Intergenerational experiences: spaces where grandparents, parents and grandchildren can engage together reinforce emotional connection.
Human and empathetic service: not everything should be automated. Staff training is key for a truly inclusive environment.
Inclusive design is also about designing relationships.
Inclusive sensory and emotional design
Inclusive retail is also built on emotional experience.
Colours, sounds, textures and scents must be chosen with sensitivity, especially when catering to people with different perceptual thresholds. Overly bright tones or loud music can cause stress or disorientation for older customers.
Best practices for sensory inclusive design:
Soft, natural colour palettes: promote calmness and aid orientation.
Controlled ambient sound: adaptable music per zone or optional headphones for those seeking quiet.
Safe and slip-resistant textures: for both flooring and furniture.
Neutral or natural aromas: avoid excessive fragrance, which may overwhelm or deter some customers.
Emotional design is not only about what is seen—but about how the space makes you feel.
Inclusive retail and data: Measuring to improve
Integrating sensors and data analysis in physical stores allows brands to understand how different customer profiles interact with the space.
Where do they stop most often? Which zones are avoided? What products attract the most attention? This data enables real-time adjustments and space customisation.
Tools that track footfall, dwell time, or product interaction help create data-driven environments optimised for everyone. An intelligent space can also be a more humane and inclusive space.
The stores of the future won’t just be inclusive—they’ll adapt in real time.
Real-world examples of inclusive retail
IKEA Viena. Adapted urban flagship
IKEA’s Westbahnhof store was designed without parking, favouring walk-in access, intuitive pathways and accessible resting areas. Aimed at older and urban shoppers, it includes large touch screens, inclusive signage, and rooftop green areas for socialisation.
Uniqlo Tokyo. Stores with senior staff
The Japanese brand has hired older adults as shop assistants, fostering intergenerational empathy. They’ve also widened aisles, adapted fitting rooms and enhanced signage readability with larger fonts.
Samsung Seoul. Experience Store.
This tech flagship arranges products at varying heights, offers inclusive staff assistance, and includes interaction areas for people with mobility challenges. Though digital-first, human support is always present.
Conclusion: The future of retail will be inclusive—or it won’t be
Inclusive retail is no longer an emerging trend. It’s an ethical imperative and a competitive advantage. In a world where diversity is growing—whether by age, culture, ability or lifestyle—brands that design for all people will be better positioned to create lasting, meaningful and profitable relationships.
Designing for inclusion means understanding the store not just as a place to buy, but as a place to belong. A space where physical, digital and human elements converge to create meaningful experiences. From lighting to furniture layout, from signage to staff training, every detail matters in creating truly accessible, empathetic environments.
The stores of tomorrow won’t just be more high-tech—they’ll be more human. And that means placing the customer at the heart… regardless of their age, background or pace. Retail design in the 21st century must be designed from diversity, for diversity.
True retail innovation isn’t just in technology—it’s in creating spaces where everyone feels seen, valued and comfortable.
Implementing inclusive retail is not just a matter of social responsibility. It’s also an opportunity to lead with vision, anticipate the future of consumption, and build a truly universal brand. Because designing for everyone… means designing better.
