When greenery in retail elevates the store experience and when it doesn't
Walking down the high street today, it's impossible to ignore the invasion of biophilic design in retail. Every third shop seems to be sprouting plants—real or fake—leaving me questioning the actual contribution they make. The trend of ‘bringing the outdoors in‘ is booming as brands capitalise on the rising consumer obsession with wellness. But does every brand need to pepper their stores with greenery? When does it become thoughtful design, and when does it tip into greenwashing? Surely, not every retailer needs a living plant wall.
The benefits of plants are well-documented. Research shows plants can lower blood pressure, improve cognitive function, and even enhance memory retention by 26%. NASA has famously told us that plants purify the air, removing 87% of volatile organic compounds within 24 hours. Even immune function gets a boost from nature exposure. But let's be honest: fake plants aren't going to lower your blood pressure or boost your memory.
In fact, if anything, the fake foliage erodes trust. You might think you're getting the 'natural' boost, but consumers aren't fooled by plastic greenery. It's an aesthetic that feels insincere, and worse, it risks blending your brand into the beige background of every other copycat store. Using these superficial tactics is a missed opportunity to connect with customers and build authenticity. Brands that resort to mimicry are shooting themselves in the foot.
Take Smeg's oversized plant wall in their store on Regent Street in London. It's undeniably striking—but does it mean anything? It's a visual flourish without purpose, unlinked to campaigns or products, leaving it feeling hollow. Is it just there to make the brand seem greener than it is? There's no deeper connection to the product experience, so it ends up as just another texture in the store, not an authentic expression of the brand.
New Balance, Kith, Timberland and many other brands have jumped on the moss-wall bandwagon. It's pretty, it's green, and it vaguely hints at sustainability. But is that enough? If the goal is to highlight environmental efforts, surely there's a better way—something more engaging that pulls the customer into the story. Right now, it's more decoration than declaration.
Apple's use of trees in their stores is a different beast altogether. The trees are there to create a ‘public square’ vibe—a space for people to gather, mirroring the outdoor parks and plazas we all know. There's no attempt to greenwash here, just thoughtful design that fits naturally with Apple's ethos. It feels honest, and that's why it works.
Snow Peak, another standout, gets it right, too. Their store on London's Regent Street has trees and a rock garden in the window, which makes sense for an outdoor brand. The setting feels entirely in sync with their products, authentic and appropriate.
And then there's the Jewel Shopping Mall at Changi Airport, where biophilia is taken to a new level. This isn't just a mall with a few plants—it's an immersive environment centred around nature. At its heart is the stunning indoor waterfall, surrounded by tiered gardens of lush greenery. It transforms the space into a living, breathing oasis, offering an escape from the usual chaos of travel and shopping.
What sets Changi apart is how nature becomes the core of the experience. Visitors aren't just shopping; they're lingering, exploring, and recharging in a space that invites them to slow down. The integration of plants is seamless, enhancing both the environment and the emotional connection shoppers feel. The surrounding stores blend into this natural setting, making the entire experience feel cohesive.
This isn't biophilia as a trendy add-on—it's biophilia at its best, turning a commercial space into something human and memorable. Changi proves that when nature is thoughtfully incorporated, it doesn't just decorate a space; it elevates it, creating a place where people genuinely want to spend time.
Ultimately, it's not about slapping a plant wall in a store and calling it a day. It's about understanding the ‘why‘ behind the design. Simply inserting nature to keep up with current interior design trends dilutes its impact and risks reducing your brand to a hollow imitation of authenticity. The key lies in intention: when biophilia is integrated with thoughtfulness and relevance, it has the power to deepen customer engagement, strengthen brand narrative, and create spaces that feel alive—not just in a literal sense, but emotionally and experientially.
By aligning greenery with your brand's core values, you craft an environment that resonates with customers, leaving them with more than just a fleeting aesthetic impression. The right design can communicate sustainability without screaming it, embody wellness without gimmicks, and most importantly, feel true to the brand's identity. Otherwise, your brand risks blending into a sea of sameness, where plants become nothing more than another visual noise that fades into the background.
If the goal is to foster connection, inspire trust, or convey a genuine commitment to well-being or sustainability, then biophilia must be handled with care. It's not just about being green—it's about being authentic. Get it right, and your brand will bloom in the minds of consumers long after they've left the store. Get it wrong, and you'll end up like a fake plant: present but not alive.
