Interiors are the leading edge of the “Experience Economy.” The user’s experience is now central to the process of making decisions about volume, colour, materials, lighting and furniture. The capability of interior architecture to convey messages and stories about spaces will build on brand identity, not only in retail and hospitality environments, but across the spectrum of interior settings. Data-mining and application of research will increasingly guide design decision-making, enabling the designer to understand the role of cultural and economic variables.