As the cofounders of Hong Kong-based design firm Oft Interiors, CM Jao and Ken Cheung are concentrated on the creation of innovative commerce, shopping and entertainment spaces. In this interview with FRAME, they discuss crafting experiential interiors and why spatial ‘extras’ are the new norm.

Most of your designs fall under the umbrella of retail and hospitality – from stores to entertainment venues. What role does experience play in your designs?

CM JAO: As businesses move towards more a refined, specialized direction, ‘scenes’ have become important mediums that connect consumers with brands, consumers with other consumers and consumers with products. Oft uses creating a sense of identity as the design’s starting point. We construct scenes based on three main elements: visual distinctiveness, unique settings and conceptual themes. By using explicit visual symbols and implicit design logic, we transform abstract concepts into sensory experiences conveyed to users. 

CM Jao and Ken Cheung.

Design transforms the relationship between consumers and retail spaces, giving it symbolic meaning. For example, the mall has transitioned from being merely a temporary place for shopping to a gathering space where people can stay for a longer period. It creates a sense of identity, aligning and affirming that of the space with that of the consumers, and generating resonance.

Spatial experiences emerge from strong narratives. Why are brands increasingly adopting the role of storytellers? How does this translate to more engaging, immersive experiences?

KEN CHEUNG: Narrative refers to the unique story that design imparts on a space. Spatial narration, amplifies the brand’s style and temperament, thereby aiding it in constructing a tangible, expressive path. Creating scenes and styles for non-standard businesses cannot be confined to any preconceived template. While some may embrace trends – for instance, the resurgence of Y2K and cyberpunk – styles themselves are not inherently right or wrong. Designers should carefully approach trends, and be sure to interpret, not just blindly follow trends. If designers solely focus on catering to trends and seek shortcuts in design, the essence of innovation is lost.

Oft Interiors designed the public area for mall Cosmo Chengdu.

CMJ: The expression of aesthetics extends beyond the combination of elements and symbols; it involves delving into cultural foundations. Such spatial narration is a highly persuasive tool and enables a multidimensional expression, effectively conveying the brand's practical, emotional and cultural values.

Some argue that in retail or entertainment environments, any additional spatial fixtures or activations are a distraction from the space’s original function. Do you agree or disagree?

KC: We don’t think so. Many cases demonstrate how spatial art installations can bring undeniable high attention to brands and become important brand assets, with Gentle Monster and SKP as typical examples of this. It is evident that spatial installations not only provide a visual experience but also serve as a means of brand communication, becoming an integral part of shaping the brand image.

The interiors of MCL+ Cinemas Plaza Hollywood Hong Kong tap into the local culture.

CMJ: Curated commercial spaces like K11 and Cosmo Chengdu attract consumer audiences through art curation and spatial installations. This sets them apart from traditional commercial spaces as the installations help to diminish the commercial atmosphere and enrich the cultural significance. They also become part of the brand's visual communication. 

The emergence of spatial installations confirms the essence of business has not changed; it is the consumers' demands that have changed. As consumers' perceptions become more detailed, installations are simply a response to consumer needs.

How do these ‘extras’ serve to enhance the customer’s experience of the brand?

CMJ: The term ‘extra’ implies something beyond what is expected. Oft aims to create a surprising experience that goes beyond consumers' preconceptions, thereby triggering changes in their psychology and emotions.

Cover and above: Cinema Cinesky Shenzhen offers a surrealistic design experience by Oft.

We hope that this ‘extra’ element does not come from any conventional experience but rather takes on a completely new form and pattern. Breaking away from convention is a prerequisite for design. Of course, not all extras are effective for consumers. However, for brands that seek to challenge tradition, space itself reflects essence and spirit and spatial installations allow consumers to quickly grasp its characteristics.

We’ve discussed experience, which is one of FRAME’s five main editorial pillars. The remaining four are sustainability, wellbeing, agility and community. In your experience as a FRAME Awards jury member, which of these is the most salient theme in the current state of spatial design and why?

KC: We'd add a sixth pillar: user experience, which stands out as the most prominent element in contemporary spatial design. In comparison to the other identified themes, user experience plays a vital role in shaping users' overall impressions and emotional responses to a space. It is important to recognize that user experience goes beyond the mere combination of the five senses. It encompasses a profound and comprehensive psychological encounter. The success of a space often hinges on its ability to provide users with enjoyable experiences. The quality of the spatial experience depends on what the message the client aims to convey. 

Oft devised a space for Cave by Awesomeism at K11 Art Mall Hong Kong.

CMJ: To craft space with an emphasis on user experience, especially in commercial spaces, designers should adopt the role of consumers during the design process, uncover user pain points and observe changes in behaviour and consumption habits within the space to make corresponding adjustments and upgrades to the experiential design. Innovation doesn't always have to be drastic; it can also be delicate and introspective. Some innovations involve making subtle adjustments and changes based on evolving consumer needs.