Marta Meda and Marta Rizzi, respectively architect and psychologist, discuss about retail from the point of view of hospitality. They talk about interior design, spaces, sensoriality, but above all they talk about emotions and experiences. The focus always remains on consumers, both adults and children, on their new needs and desires and on their behavior in retail. What is a store today? What are the factors that drive people to choose and visit a certain shop? How to attract, welcome and satisfy? Marta and Marta offer us interesting ideas from the perspective of design and of psychological, relational and emotional aspects to always keep in consideration.