URDX

26/02/2026

We are pleased to share that Mr Tang has been invited to serve on the jury panel for the Singapore Good Design (SG Mark) Awards 2026 ✨

This year’s theme, “The World is Your Oyster,” calls on designers, creators, thinkers and businesses to embrace possibility — to push boundaries, uncover hidden opportunities, and reveal pearls of innovation in an ever-evolving world.

It is a privilege to stand alongside fellow design leaders and advocates in recognising work that not only demonstrates excellence, but also creates meaningful impact for communities and the environment. Design today is no longer just about aesthetics — it is about responsibility, relevance, and regenerative thinking.

Organised by the Design Business Chamber Singapore, SG Mark continues to set the benchmark for good design, celebrating ideas that shape industries and influence the future.

If you have a project that challenges conventions and advances design thinking, I encourage you to submit by 31 March 2026.

Wishing all participants courage, clarity, and bold imagination.

30/05/2025

🍪 Smells Like Memory: The Secret Language of Edible Scents

Ever walked into a space and suddenly felt… hungry? Not just any hunger—but a wave of nostalgia, warmth, or pure delight?

That’s not your stomach talking—it’s your brain reacting to an “appetitive scent.”

Think popcorn at a cinema. Butter cookies at grandma’s. Fresh bread in a hotel lobby. These aren’t random. They’re intentional scent cues designed to evoke emotions, trigger memories, and yes—open your wallet.

These “yummy but not edible” smells:
– Spike dopamine (reward)
– Activate ghrelin (appetite)
– Unlock oxytocin (comfort & connection)

And it’s not just theory.

🎢 Disney theme parks use hidden “Smellitizers” to pump out scents like caramel apples and vanilla waffle cones at key moments.
🏨 Luxury hotels often diffuse cookie or fresh pastry aromas in welcome areas to instantly make you feel “home.”
🏬 Even retail brands use chocolate and coffee scents to elevate your mood and dwell time.

What’s fascinating is how smell bypasses logic and speaks directly to emotion. A whiff of caramel can transport you to childhood. The scent of coffee can make a bookstore feel like home.

It’s not about trickery. It’s about emotional design. A well-placed scent can shift behavior, influence perception, and even enhance well-being.

So the next time you find yourself smiling in a space—and craving cookies—you might just be smelling a memory someone designed for you.

Would you ever use “emotional scenting” in your space or brand?
👇 Let’s discuss below.

12/05/2025

Portrait or Landscape? Why Orientation Isn’t Just a Format—It’s a Feeling

At URDX, we design for emotions. Every spatial experience we create—whether through a screen, a tunnel, or a courtyard—is carefully engineered to trigger connection, awe, and memory.

But there’s a subtle design decision that carries more weight than we often realize: orientation.

Is your experience better in portrait or landscape?

Research in cognitive science and neuroaesthetics gives us clues:
• Our field of vision is naturally horizontal—we scan wide, not tall. That’s why landscape orientation creates a stronger sense of immersion, spatial awareness, and even tranquility.
• But in a mobile-first, selfie-sharing world, portrait orientation dominates. It’s intimate, human-scale, and feels like someone is speaking directly to you.

In our URDX methodology, we think beyond format. We think neurochemical response:
• Landscape views often engage serotonin and endorphins—calming, soothing, scenic.
• Portrait framing can trigger dopamine and oxytocin—attention-grabbing, emotionally resonant, personal.

Here’s what we’ve learned:
• Use landscape when designing moments of awe, openness, or arrival.
• Use portrait to design connection, focus, and intimacy—even in physical spaces like vertical gardens or light columns.

Whether we’re shaping arrival tunnels in an integrated resort or curating digital art installations in vertical screens, orientation is a psychological tool.

It’s time we stop seeing it as a format choice—and start using it as a spatial emotion design strategy.

17/04/2025

COMING SOON! Register below. Don’t Miss it!

https://docs.google.com/forms/d/e/1FAIpQLSdcMqi4x4iZuZVz6tddIjJZz4n7Aaz8NjACyCyrji5_y5vy3w/alreadyresponded

25 April 7.30-9.30pm Manila time

Program Title:

URDX Experiential Audit Fundamentals Certificate
Certified URDX Experiential Audit Fundamentalist (Level 1)

2 hours
(Live Virtual / In-person Delivery)

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Program Objective:

To equip participants with a foundational understanding of the URDX methodology and the ability to conduct basic experiential audits. The course emphasizes human-centric spatial evaluation through persona mapping, journey sequencing, and the application of core experiential metrics.

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Target Audience:
• Urban planners & architects
• Interior & landscape designers
• Facility managers & property developers
• Experience & event designers
• Healthcare, hospitality, retail, and education professionals
• Anyone passionate about improving user experience in physical spaces

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Learning Outcomes:

By the end of this module, participants will be able to:
1. Define experiential auditing and explain the URDX methodology.
2. Identify dynamic user personas based on contextual behavior.
3. Map user journeys using experiential sequencing principles.
4. Evaluate physical environments using sensory and emotional cues.
5. Apply basic URDX audit tools and experience-driven metrics.
6. Present key observations and suggest basic improvements based on user experience gaps.

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Program Outline:

Module 1: Introduction to URDX and Experiential Auditing

Module 2: Understanding Dynamic User Personas

Module 3: Sequencing and User Journey Mapping

Module 4: Sensory Cues and Neurochemical Triggers

Module 5: URDX Tools and Audit Metrics

Module 6: Insights and Recommendations
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Delivery Methodology:
• Facilitated learning with trainer-led discussions
• Scenario-based experiential learning
• Hands-on practical audit simulation
• Guided feedback and group reflection

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Assessment & Certification:

Assessment Criteria:
• Attendance & participation (100%)
• Completion of one mini-audit (guided exercise using your own project)
• 10-question MCQ (passing score: 80%)

Award:
Participants will receive a Digital Certificate of Completion as a Certified URDX Experiential Audit Fundamentalist (Level 1) by URDX Academy
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Support Materials Provided:
• Visual Persona Mapping Template
• User Journey Sequencing Worksheet
• Sensory & Emotional Audit Checklist
• Sample Audit Report Format
• Slide Deck PDF (Summary Notes)

The URDX Experiential Audit Fundamentals is a hands-on, structured program designed to equip professionals with the tools and methodology to assess, refine, and optimize human experiences in their projects. Using the URDX methodology, participants will learn how to conduct an experiential audit by m...