New design models for proximity retail and senior inclusion

According to the world health organization (WHO) the impact of the pandemic on the population aged 60 years or over still need further assessment. Besides biological and physiological risk factors, indirect risk factors derived from loneliness and exclusion must be considered. When asked about the impact of social distancing and isolation over the course of the lockdowns, many seniors reported a degree of physical and mental deterioration. The prolonged restriction of mobility caused a lack of confidence in their walking ability and less motivation to spend time outside, leading to sedentary behavior. In some cases, the pandemic increased awareness about ageing itself, but this was often perceived as a negative rather than positive life transition (Phillipson et al., 2021). Mobility is generally associated with active ageing and has several benefits on the individual’s quality of life, whereas a sedentary lifestyle amplifies age related conditions. Studies have shown that the most ordinary everyday activities, such as shopping, can have long-term health benefits. As a matter of fact, this simple daily activity can stimulate cognitive processes and provide physical benefits while promoting social engagement. Older adults who preserve social interactions are proved to have 50% increased chance of living longer than the isolated ones (Holt-Lunstad et al., 2010). Going out of home and interact with public spaces such as supermarkets, is therefore essential to seniors as they allow them to feel connected with the local community maintaining their identity favoring the process of active ageing. In the given context a strategic design approach can help shaping a different proximity retail format which can enable “time-rich” senior users to engage in a unique form of “convenience-shopping” revolving around social interaction and convivial relationship, rather than on a time-saving and automated experience. The research aims to examine new functional configurations for proximity retail with particular attention to promoting the social networking of elderly people.