Commerce + Communities Today sits with Sean O’Connor, Executive Creative Director at Downstream, to understand how retail and hospitality are converging to create next level customer experiences.
In a recent interview with Commerce + Communities Today, Downstream's Executive Creative Director Sean O’Connor discussed the blending of retail and hospitality. He highlighted the opportunities and challenges in blending traditionally separate industries together to create immersive, multi-faceted experiences.
“Resort-worthy architecture, furnishings, lighting, and decor continue to influence every real estate sector,” explains Sean. “But the journey should always be carefully crafted around the needs of those who will be using the space.”
Downstream is focused on these intersections, where diverse industry sectors meld, leading to designs that combine the best aspects of each. Experience design is the medium for this rapid hybridization, where retail converges with hospitality, wellness, social media, and even entertainment to create places like the much-anticipated Netflix Hotel or Tesla cafés.
A prime example of this convergence is Downstream’s decades-long partnership with Nike in EMEA, where they've brought key aspects of high-end retail design into Nike workplaces. These don't feel like traditional offices. They're places deliberately crafted around the journey of athletes and teams, designed to stir the same aspirational and emotional connections in employees that Nike's retail stores do in shoppers. Brand stories and sports legends are everywhere, immersing daily employees in the same mythology that Nike immerses their customers in. The result is a deeper sense of belonging and connection to values and ideas bigger than any single day’s to-do list.
Sean explains, “What excites me is the ability to attract diverse audiences into one space. We’re no longer just designing spaces; we’re creating destinations that engage and inspire.”
As the boundaries blur between hospitality and retail, Sean highlighted that new cross-brand opportunities are emerging. For example, Porsche’s luxury high-rise residences and Mercedes-Benz’s collaboration with Frasers Hospitality Group to create luxury serviced apartments illustrate how brands are now crafting more than just living spaces—they’re crafting lifestyle experiences.
Of course, with these opportunities come challenges. As experience-driven spaces become more prevalent, consumer’s expectations and market demand will continue to rise. Many clients in traditional sectors like retail may not fully understand the complex strategies, systems, or budgets required to deliver immersive experiences. “Every detail, from materials to lighting to media systems, must work together seamlessly. Cutting corners compromises the entire experience,” notes O’Connor.
Brands must adapt to this shift. Sean continues, “In an era where consumers prioritize experiences over material goods, brands that deliver unique, immersive interactions will thrive”.
The future of retail and hospitality lies in creating destinations that dissolve boundaries and put consumers in the center of the story. Experience design is the key to crafting spaces that connect, inspire, and leave lasting impressions.
Click to read the full How Retail and Hotel Work Together article in Commerce + Communities Today
About Sean O'Connor, Executive Creative Director at Downstream
Sean is an industry leader in immersive experience design, renowned for his work with top global brands. Based in Amsterdam, he serves as the regional lead for Downstream EMEA. With a focus on storytelling and brand vision, Sean connects user needs with business strategy to deliver designs that push boundaries and generate lasting value. His impressive portfolio includes projects such as Mathew Knight Arena, Google Cloud Experience Centre, and more.
Follow Sean on LinkedIn
