This study explores the impact of graphic design elements in installation art on consumer engagement and overall experience within Malaysian shopping malls. As malls evolve into multifunctional spaces blending commerce and culture, installation art has emerged as a strategic tool to enhance ambiance and attract consumer attention. Drawing upon theories of aesthetic experience, narrative design, environmental psychology, and experiential marketing, this research investigates six key design constructs—colour scheme, typography, visual motifs, site-specificity, temporal nature, and conceptual focus—and evaluates their influence on consumer engagement and experiential satisfaction. Employing a sequential explanatory mixed-methods approach, the study integrates quantitative data from structured surveys with qualitative insights derived from semi-structured interviews. The quantitative phase involved 200 mall visitors, with data analyzed through SPSS and SmartPLS, while the qualitative phase included in-depth interviews with artists, designers, and mall stakeholders to provide contextual depth. Findings reveal that temporal nature and conceptual focus significantly influence consumer experience, both directly and indirectly through the mediating role of consumer engagement. In contrast, traditional graphic elements like colour scheme, typography, and visual motifs, while aesthetically relevant, showed no statistically significant impact on experiential outcomes. Interview results further support the idea that immersive and culturally meaningful installations play a vital role in bridging commercial goals with artistic expression. Participants emphasized the value of installations in enhancing brand image, increasing foot traffic, and providing cultural enrichment. Overall, the study offers theoretical and practical insights for designers, marketers, and retail managers aiming to create emotionally engaging and visually impactful environments. By prioritizing dynamic, conceptually driven design over purely decorative elements, malls can foster deeper consumer connections and redefine retail spaces as experiential cultural venues.
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