Color Beyond Vision: Exploring Synesthetic Interactions in Built Environments

Anchored in interdisciplinary studies from cognitive science, phenomenology, and sensory design, this paper investigates color as a multisensory catalyst in spatial design. Through a mixed-methods approach—combining literature review with non-interventionist field observation in retail built environments—it examines how color interacts with scent and texture to shape affective atmospheres. Two case studies—a futuristic boutique in Seoul and a classical perfumery in Milan—demonstrate how the color red evokes contrasting sensory and emotional responses. Findings highlight both the potential and the challenges of applying multisensory color strategies in experiential environments. By reframing color as an embodied, affective phenomenon, the paper offers new pathways for crafting more immersive, inclusive, and emotionally resonant experiences.