RETHINKING SPACE
At Random Studio, spaces aren’t static—they’re designed to respond, provoke, and evolve. With their Living Lab, the team is exploring what it means to create environments that go beyond sleek surfaces and curated vibes. Think real interaction, playful tension, and a serious curiosity about how tech shapes human behavior. In this interview with Living Lab-director Roel Wouters, they unpack the shift from control to collaboration, and why the future of design feels a lot more alive.
Random Studio will speak at Forward Festival Berlin.
What is your earliest memory of being creative, and how did that shape your path to becoming a designer?
In the early nineties, I was making computer demos with a friend. At the time, computers were not as powerful as they are today, and certain things we take for granted now—like smooth animation of typography (soft scrolling) or stereo music—were considered impossible back then. We tried to make our 8-bit MSX machines do those things anyway. We published our findings in nerdy magazines and on floppy disks distributed by post. My friend did the coding; I handled the type design, copywriting, drawings, and music. That curiosity about how technology affects people is still very much a part of me.
Recently, you joined Random Studio to set up the Living Lab. Could you elaborate on the primary goals of the Living Lab at Random Studio? How do you envision the evolution of spaces from static environments to dynamic, emotionally engaging “living spaces”?
With the Living Lab, we look critically at the spaces we live in and navigate. Slowly but surely, these are changing due to new technology. Will our spaces follow a similar trajectory as our phones—from single-purpose tools to versatile devices embedded in our daily lives, constantly vying for our attention?
What is our position as designers and makers? And what exactly are the attributes of these “living spaces”? By developing a clear position as a studio, we can guide our clients toward more adventurous outcomes and establish ourselves as leaders in this field.
Random has traditionally excelled in designing high-end retail experiences—often created to impress visitors with innovative uses of technology. But we believe a new kind of visitor is emerging—one who values real experiences, where they learn something, meet someone, or engage in meaningful dialogue, rather than simply being handed something to post on social media. We're deeply curious about this shift. We're interested in designing spaces that stimulate human interaction. This is what we like to call “living spaces.”
We explore this through experiments—one every two months—each isolating a single attribute of a “living space.” We present these tests to our network during events centered around a specific theme, artist, or technology.
How can designers transform static spaces into so-called “living spaces”?
That’s a good question. In the early days of Random, we did much more web and interaction design. We’re used to working with UX designers and thinking about experience first. When we design spaces, we always try to include both experience (UX) designers and architects in the team. This allows the spaces to become inherently playful.
What does your workflow typically look like when designing “living spaces” for clients?
Clients typically crave control. They often believe they must communicate specific products, messages, values, or vibes in a top-down way. Many have dominant creative directors who trust only their gut feeling. But for a place to allow something unexpected to happen—for it to welcome input from visitors—some of that control needs to be relinquished. So, there's usually a bit of tension.
That’s why we try to listen closely and uncover what lies beneath their need for control. If a brand’s vision goes beyond the seasonal fascinations of its art director, then we can move past egos and create dynamic spaces that emphasize deeper values—making control far less of an issue. Part of this process is having an open conversation about what control offers them. Another part is finding clients who are open to working with more fluid, less top-down spaces, and who are willing to invest in a few iterations to make it work.
What role does audience feedback play in refining your designs?
To design a successful living space, iterative design is essential—we test and tweak constantly. It’s more akin to game design than traditional architecture. During this process, we often simulate audience behavior to improve the design.
In your project “The Entrance,” you turned entrances into interactive, sensory spaces that respond to visitors. How do you combine advanced technology with creating experiences that feel emotional and engaging?
At Random, we’re far more interested in people than in technology. While some of us are definitely nerds, we’re not particularly interested in technology per se. What fascinates us is how people respond to it. So, it doesn’t feel like we’re combining two separate things—we’re constantly exploring how technology affects human behavior and emotion.
Your portfolio spans diverse industries and clients, such as Jacquemus, Nike, and Ferrari. What core principles guide your approach to developing brand experiences that resonate so uniquely?
We want our projects to resonate on a fundamental level. They need to be visually impactful and work instantly. Although we invest heavily in a lab that explores new, sometimes complex territory, the work we deliver comes without a guidebook or intellectual prerequisite. It should just work.
