Utilizing immersive technologies in interior design: Korean communication strategies through in-depth interviews and SWOT-PEST analyses

Purpose This study investigates strategies for leveraging immersive technologies to bridge the communication gap between interior design experts and clients. Current challenges in conveying complex design concepts can hinder unambiguous communication. Design/methodology/approach In-depth interviews were conducted with five experts specializing in immersive content for interior spaces and six interior designers actively using these technologies. Thematic analysis using open coding and SWOT-PEST analyses was employed to identify opportunities and challenges associated with immersive technology utilization. Findings Results highlight the potential of virtual simulations for enhancing client understanding and facilitating effective communication. Furthermore, the study identifies the need for: (1) Unambiguous communication that is achieved through the use of virtual simulations to aid comprehension of complex concepts. (2) the development of online/offline learning environments that integrate ICT and AI; (3) supportive government policies to foster industry growth in both public and private sectors; (4) advancements in device portability, affordability and user experience; (5) a mid-to long-term industry roadmap and the creation of a differentiated ecosystem within the interior design industry and (6) the establishment of a professional training system through collaboration between industry, academia and research institutions. Originality/value This research contributes to the field by analyzing the current landscape of immersive technologies in interior design, exploring future directions and outlining strategies that can facilitate industry growth and enhance communication between designers and clients.