Technology has advanced a lot in the last few decades. Things that would have been amazing breakthroughs in the 90s are normal and boring to us in the present time. As a consumer driven society we are always after the latest and greatest. A lot of what is being designed today is not about inventing something completely new, but about designing a better and more efficient version of an existing design solution.
The definition of design has been expanded to not just include the look of something, but how people interact with it. The Prada store in New York has a branded environment that includes intereactive elements that engage customers on a new level. Prada designed the overall shopping experience after researching exactly what it is that customers are wanting from their visit to a store. Some designers have also considered the psychological effects of their design. Employees working in a happier and more aesthetically pleasing environment are going to be more productive.
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