Why Space Design Is Storytelling (And What Schools Can Learn From Retail)

Photo Courtesy of Banana Republic

I didn’t expect a mall to make me think this deeply.

But during a past business trip to California, I found myself walking through Westfield Century City, an open-air shopping center that felt less like a mall and more like a carefully curated experience. Natural light. Open walkways. Greenery. Space to linger. Space to breathe.

And then I walked into a Banana Republic concept store and had a very specific thought:

“This place wants me to become a better version of myself.”

Suddenly I felt the urge to drink more water, replace my entire wardrobe, and be the kind of person who owns linen outfits on purpose. Little ole me from rural Alabama was highly impressed.

But beyond the humor, something important clicked.

This wasn’t just retail. This was storytelling through space.

And schools, especially those focused on community, trust, and engagement, have a lot to learn from it.

Space Speaks Before Anyone Does

Before a single employee says “hello,” a space has already told you a story.

It tells you:

• Who belongs here

• What’s valued

• How you’re expected to behave

• Whether you should rush… or stay

At Westfield Century City, nothing felt accidental. The open-air design invited you to slow down. The layout encouraged exploration instead of urgency. You weren’t being pushed from store to store. You were being welcomed into an experience.

Inside Banana Republic, the message was subtle but powerful. The store blended men’s and women’s apparel, lifestyle elements, and even an in-store tailoring studio. It didn’t scream “buy this.” It whispered, “This could be your life.”

That’s storytelling.

And it works because people don’t just buy products. They buy into feelings, identity, and possibility.

Retail Has Shifted From Transactions to Experiences

Ikea Display

Retail brands have learned something important.

People don’t want to be sold to.

They want to feel something.

That’s why we’re seeing open layouts, natural light, and spaces designed for lingering instead of rushing. These details signal care, comfort, and intention.

A great example is IKEA.

IKEA turned massive warehouses into immersive experiences. You can walk through fully built rooms, sit on the furniture, open drawers, and yes, even sit in a kid’s room with your toddler to see how they’d actually interact with the space.

That’s intentional design.

Now imagine applying that thinking to schools and nonprofit spaces.

How would students interact with the environment?

Would it invite curiosity or compliance?

How would teachers benefit?

Would the space support collaboration, focus, and movement instead of friction?

Just like IKEA removes uncertainty by letting people experience the space first, thoughtful design in schools and nonprofits builds trust, comfort, and engagement before a single word is spoken.

Design isn’t decoration.

It’s communication.

And when spaces are designed with people in mind, everything else works better.

What Schools Can Learn From This

Ron Clark Academy, Georgia

Schools are not retail spaces but they are community spaces.

And just like retail, schools are constantly telling a story through their environment, whether intentionally or not.

Think about it.

What does a school’s entrance communicate to families the first time they walk in?

Does it feel welcoming or intimidating?Clear or confusing? Warm or transactional?

For families, especially those navigating school choice, that first impression matters more than we sometimes realize.

Before a principal speaks. Before a teacher introduces themselves. Before a single brochure is handed out.

The space has already spoken.

Designing With the Audience in Mind

One of the biggest takeaways from retail is audience awareness.

Retail asks:Who is this for?What do they need to feel comfortable here?What will make them want to return?

Schools can ask the same questions.

For example:

• Are family-facing spaces designed for conversation or just compliance?

• Do waiting areas invite connection or signal “don’t stay long”?

• Are hallways and common spaces reflective of the students who occupy them?

Design doesn’t have to be expensive to be intentional. Sometimes it’s about:

• Clear signage

• Thoughtful layout

• Student work displayed with pride

• Spaces that feel human, not institutional

These choices tell families and students, “You belong here."

The Takeaway

Design is communication.

Whether it’s a retail store, a school, or a nonprofit office, space tells a story long before a mission statement is read or a conversation begins.

Retail has learned how to design environments that invite people in, encourage them to stay, and help them imagine what’s possible.

Schools can do the same.

Not by copying retail, but by learning from its intentionality.

Because when people feel welcomed, they engage. When they engage, they trust.And when they trust, real connection happens.

Sometimes the story isn’t in the words at all. It’s in the space that holds them.