If you’ve been forest bathing or glamping, or even if you’re working on your own backyard oasis, you are part of a growing trend in outdoor living that is deeply rooted in wellness. Since the pandemic, wellness has preoccupied consumers, and studies have indicated that the connection between outdoor living and wellness is profound.
From staycations to wellness education, in this article we explore what’s making outdoor spaces designed for wellness more popular and more possible.
For Most Consumers, It Starts at Home
A top priority, particularly for Millennial and Gen Z homeowners and renters, is upgrading their outdoor living spaces. That’s why real estate developers and designers have swiftly adapted to the growing demand for outdoor spaces.
Property developers are integrating features, such as spacious gardens, rooftop terraces, and outdoor fitness areas, into their designs. Landscape architects are incorporating sustainable elements, natural materials, and water features to enhance the overall ambiance.
Advancements in technology are also playing a crucial role in elevating outdoor wellness experiences. Smart outdoor lighting systems, temperature controls, and automated irrigation systems are just a few examples. Additionally, wearable tech and health monitoring apps encourage users to take advantage of their outdoor environments for physical activity, providing real-time data to track and improve their health and wellbeing.
Hadeel Hasham, a world-renowned climate change journalist, writes, “Over recent years, the humble backyard has evolved into a personal sanctuary, a safe haven where homeowners escape the hustle and bustle of life, unwind, and entertain. This transformation of outdoor spaces into areas for relaxation and social gatherings has been driven by an innate human desire to connect with nature and its restorative effects on mental and physical health.”
Retailers + Brands Inspiring Outdoor Bliss at Home
As for how retailers are leveraging wellness, we look to mindful retail trends that incorporate both outdoor living and wellness in retail. When it comes to attracting consumers who prioritize wellness through their outdoor spaces, a few innovative brands stand out:
- A Manicured Yard: Whether consumers seek a cheery flower garden or some privacy shrubs, visit a well-respected local garden center like Hick’s Nurseries in Westbury, NY to consult on native plants, landscaping installation, and ongoing maintenance—or try a mail-order and subscription plant service like The Sill.
- Plants, Plants Everywhere: You know you want them inside and out, so find a retailer, like Grounded, to guide you toward a state of tranquility and mindful living through the power of plants with their custom “planteriors.”
- Edible Landscapes: Maybe the “unlawning” trend is a stretch to far, but you’d still love to grow your own food. Brands like Lettuce Grow (founded by actress Zooey Deschanel) are capitalizing on the consumer demand for low-maintenance gardens with fool-proof and space-saving subscription grow kits.
Banking on Biophilia
Brands get it—customers are turning to nature in a big way right now. Let’s take a look at a few retailers that are using outdoor spaces to effectively meet consumers’ demand for mindful retail by taking it outside:
- Immersive Brand Experiences: It’s not enough to simply show you beautiful patio furniture and outdoor décor, Restoration Hardware in Columbus, Ohio wants you to experience The Rooftop Restaurant at RH Columbus is designed to be a high-end, outdoor brand experience. Columbus Monthly describes entering the restaurant, “It’s suddenly lighter and airier, almost as jarring as walking out of a matinee movie into a sunlit afternoon. With a glass roof and floor-to-ceiling windows and doors, the perfectly symmetrical Easton restaurant is a magnet for natural light, even on a gray Ohio day.”
- Two Birds, One Stone: Giving wellness-minded consumers a place to work out when they come to shop conveniently tackles two tasks in one, helping integrate the brand seamlessly into the consumer’s life. Lululemon and Patagonia offer outdoor yoga and exercise opportunities at many locations.
- Eat, Chill, and Shop if You Like: Outdoor cafes and relaxation spaces are becoming more common in retail. Famous for their Swedish meatballs with a side of retail, IKEA has introduced outdoor cafes. At their Coquitlam, B.C. location, they partnered with FoodBox and have introduced a variety of healthy menu items to attract consumers.
Real estate developers, designers, technology innovators, and various industries are collaboratively shaping a view of wellness where outdoor space play a significant role. This movement is not only transforming homes, but it is also addressing a broader cultural shift toward prioritizing a healthier, more balanced lifestyle.
See how we created a fresh retail experience for 170-year-old 75,000-square foot Hicks Nurseries.
