This thesis has been conducted in collaboration with ITAB Sweden AB, which creates efficient and inspiring solutions together with its customers. The solutions are developed with consideration for both the customers and consumers needs in the design of new concepts. The purpose of the work is to design and develop an innovative toilet concept that enhances the customer experience and increases attraction for visitors at service stations. The work was carried out using methods such as literature studies and various phases within the design process. Initially, a phase of problem understanding was conducted, including a form analysis and a competitive analysis. Then requirements were defined, a functional analysis was carried out, as well as a mood board was created. Subsequently, the project entered the concept development phase where idea generation and concept generation were conducted. Finally, a prototype was developed through 3D modeling and rendering of the selected concept. The result was a toilet concept developed with consideration for gestalt laws and design principles. The study's results show that thoughtful use of color, materials, and shapes can create toilet areas that not only meet functional requirements but also provide a positive emotional experience for users. By applying principles of emotional design, color psychology, and gestalt, public toilet areas can be designed to enhance the overall user experience. An analytical and thoughtful approach in the design process contributes to creating environments that are both functional and aesthetically pleasing. This study emphasizes the importance of not only focusing on the functional aspects when designing toilet areas but also integrating emotional and aesthetic factors into the development of new concepts.