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Emotion, Engagement & the Power of Personal Touch

Owner - Irene Maguire, Caulder Moore

Insights from
Owner - Irene Maguire, Caulder Moore

The best spaces go beyond aesthetics, shaping emotion through comfort, intrigue and human connection.

As owner of Caulder Moore, Irene Maguire has shaped some of the UK’s most recognisable retail and hospitality spaces. Her approach is rooted in one central belief: that environments should speak to the senses, tell a story and, above all, make people feel something.

From fashion boutiques to luxury lifestyle brands, Irene’s work doesn’t follow trends – it follows truth. She encourages clients to move beyond surface-level decisions and instead design from a place of emotional clarity. What do you want people to feel? What will make them stay longer, engage more deeply and come back again?

People don’t consciously notice things, but they feel them.

Comfort Isn’t Just about Seating

Ask Irene how to increase dwell time, and the answer doesn’t start with furniture – it starts with feeling.

She speaks passionately about materiality, tactility and subtle visual interest – the things that encourage someone not just to walk in but to stay, explore and return. That might be an unexpected texture on a seat, the warmth of ambient lighting or a scent that gently envelops the room. When done well, it’s almost subconscious – but profoundly memorable.

One of Irene’s favourite examples is the boutique Sezanne on Marylebone High Street. She highlights the dressing room in particular as a place that makes you want to linger – elegant, welcoming and emotionally engaging. It transforms a practical need into a moment of calm and pleasure: a space within a space that leaves a lasting impression.

Comfort is about sound levels, lighting, scent and the tactile experience. Everything someone touches should reinforce what your brand stands for.

Gina, Bahrain

Design for Discovery, Not Obviousness

Irene challenges brands to embrace intrigue. She argues that the most successful spaces aren’t instantly understood – they’re discovered. That sense of gentle curiosity, of uncovering something personal or unique, builds a deeper connection between brand and visitor.

And this extends to layout. A simple but effective idea she uses is the “third window” – the area just inside the store entrance that acts as a touchpoint for perceived change and seasonal variation. It creates a visual hook, encourages exploration and gently lowers the barrier to entry.

If a store window tells me everything I need to know before I’ve stepped inside, why would I bother?

 

Zones, Layers and Social Cues

One of the most practical and powerful tools Irene uses is zoning. Whether in retail, hospitality or hybrid spaces, creating layered environments for different moods and missions is key. From quiet corners to vibrant social spots, zones give people permission – to linger, to move, to choose.

This is especially powerful in busy spaces such as airports. Irene’s award-winning work on Heathrow’s London’s Pride pub incorporated separate areas for families, business travellers and social groups – all within one coherent design. Each micro-environment was shaped by behavioural insight, not aesthetics alone.

Fairfax & Favor, Shaftesbury

Retail as Relationship, Not Transaction

Irene sees the physical store as a place to connect, learn and co-create. More than ever, brands need to use their spaces to express personality, not just products. Whether it’s through storytelling, bespoke design elements or allowing customers to engage in playful, low-pressure ways, Irene encourages her clients to move beyond sterile “showroom” thinking. Every detail should say, “We thought about you.”

Examples include the following:

  • Personalisation stations
  • VIP areas that increase comfort and conversion
  • Spaces that invite interaction rather than passive viewing
  • Touches of humour or humanity that technology can’t replicate

Even subtle choices, such as placing a tactile object near the entrance or referencing local history in the décor, can spark conversation and deepen engagement.

“In a world of AI, the human touch is a competitive advantage.”

Dwell Time = Deeper Sales (and Loyalty)

Irene has seen how dwell time correlates with sales. By designing emotionally intelligent environments, she helps brands turn visitors into long-term customers. In high-end retail, integrating hospitality, from champagne bars to casual cafés, gives guests a reason to stay longer and connect more deeply. It creates a destination, not just a store.

“Some of our smallest VIP spaces account for 40% of sales. It’s not about scale – it’s about how you make people feel.”

The One Question Every Designer Should Ask

This is Irene’s core mantra. Not “What colour is the furniture?” or “What trend are we following?” but “What emotional impact are we creating?” And that, she says, should guide every decision that follows.

It’s also a way to shift clients into a mindset of intentionality and clarity, helping them build spaces that aren’t just beautiful – but believable, consistent, and memorable.

What do you want people to feel, and what words do you want them to use when they describe it?

Final Thoughts

Three Key Takeaways

 

1. Design for feeling, not just function

The most important design question is not what a space looks like but how it makes people feel. Emotion drives memory, behaviour and return visits.

 

2. Comfort is multi-sensory, not physical

True comfort comes from the balance of sound, lighting, scent and texture. When these are right, people stay longer without even realising why.

 

3. Intrique invites engagement

Spaces that reveal too much too quickly lose attention. Layering discovery, tactility and moments of interaction encourages people to explore, dwell and connect.

 

To receive a copy of the Making Sense of Place report click here

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