Brand—Space

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2 SECTION ONE Introduction 1,2 Anon. (2013) Brand spaces: branded archaitecture and the future of retail design. Berlin: Gestalten. Spaces, brands and places and what these words mean to people are all linked and all influence each other to shape consumers’ perceptions about somewhere, or about a brand. With the birth of consumerism came the, now traditional high street. Local businesses soon turned into multinational companies along with the department store and eventually the supermarket and shopping centre. This wasn’t just a change in branding but a change in space, how spaces were developed and how brands applied branding to create places. This study will explore the importance of branding in physical space and the impact that brands have on it, including the relationship between consumers and space. How brands are changing their approach and attitude in an ever increasing online landscape to increase footfall, build and share experiences and create engaging and interactive environments. In our digital world a logo doesn’t cut it. People crave not for virtual reality, but for reality. Brands have identified the importance of space, and finding their own space in which to brand their own. Having an online presence is not enough to survive in such a heavily saturated market. Brands and branding are not the same thing. A brand is what you perceive, whilst branding is the means by which a brand communicates to you, shaping your perception of it. Brand spaces are continually evolving, in line with branding techniques. Impacting all businesses alike, as outlined by Sofia Borges (2013, p.3), ‘this increased attention to physical branding and its influence over the public sphere challenges our commercial sector to inspire us by rethinking retail’s status quo.’ 1 Featuring examples in section six, this essay will highlight some of this leading thinking in the retail sector and beyond. It’s this shift in consumer behaviour and attitude to wanting to develop the discovery process with a brand, interacting with it and being treated as an individual. People do not want to be treated as mass market and so it’s a personable and intimate approach brands are taking to ask the important questions – which is exactly it, they’re asking. It’s this idea that Borges (2013, p.3) believes is the marketing tool that’s becoming an integral part to new branding, ‘The impact of the question mark as an effective marketing tool and visual vocabulary is quickly surpassing the need for branding’s usual exclamation point approach.’ 2
Humans are social beings, and so by talking to them directly, or indeed trying to do so, and creating social environments for them to be in, the retail environment, it will have a positive effect on their perception of the brand. In the following sections we will discover the elements that effect this topic as a whole and how it influences us so greatly. 3
Page 1 and 2: Brand I Space
Page 3 and 4: I
Page 5 and 6: III Brand—Space The impact of bra
Page 7 and 8: V Abstract Branded space, in the fo
Page 9 and 10: VII Contents 00— 01— 02— List
Page 11 and 12: IX Figure Page 6.3 6.4 6.5 6.6 6.7
Page 13: 01— 1 Introductio n
Page 17 and 18: 5 SECTION TWO Branding What is bran
Page 19 and 20: 7 Brands Lovemarks Love Axis Fig. 2
Page 21 and 22: Fig. 2.3 Mathematical Theory of Com
Page 23 and 24: 11 SECTION THREE Perceptions of Pla
Page 25 and 26: 13 Fig. 3.1 Whitworth Gallery Outsi
Page 27 and 28: 15 SECTION FOUR Branded Place Brand
Page 29 and 30: 17 Fig. 4.2 Dyson Store London ‘
Page 31 and 32: 19 SECTION FIVE Experience of Place
Page 33 and 34: Starbucks unveils new interiors as
Page 35 and 36: 23 SECTION SIX Case Studies Example
Page 37 and 38: 25 Fig. 6.1 Levi's London Flagship
Page 39 and 40: 27 Fig. 6.6 Hunter Regent Street, L
Page 41 and 42: Fig. 6.10 Gran Turismo Driving Pod
Page 43 and 44: Fig. 6.11 Systembolaget Store 31
Page 45 and 46: ‘ It should be easy to search and
Page 47 and 48: 35 Fig. 5.17 Kasthall Store Fig. 5.
Page 49 and 50: 37 Fig. 5.21 The MAC Interior Fig.
Page 51 and 52: 39 A big part of this project, and
Page 53 and 54: 41 SECTION SEVEN Conclusion Brands,
Page 55 and 56: 43 APPENDIX Interviews Gerry Hamill
Page 57 and 58: 45 6. Have you worked with design/b
Page 59 and 60: 47 6. How important is physical, an
Page 61 and 62: 49 Bibliography Books Anon. (2013)
Page 63 and 64: 51 McLaughlin, A. (2016) ‘Ikea op
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Brand—Space

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