Brand—Space

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16 Fig. 4.1 Dyson Store London 17 Norwood, C. (2016) Interview with Gerry Hamill Architect, Belfast space all play the part of making it a desirable place to go and not follow the trends of traditional retail stores and intimidating sales tactics. Talking with architect Gerry Hamill, he would agree. Working on the new fit out of Toals Bookmakers in Belfast City Centre he says it’s about ‘selling the experience’. ‘How do you entice people out of their living room? Maybe they’ll make that additional purchase.’ So in an online world where retailers are suffering in store – there are many ways in which they are trying to attract people back in. Gerry believes in a focus on the customer. Looking back at Selfridges or any classic department store, it’s trying to evolve that experience with a modern vision. ‘You have to feel comfortable in an environment.’ The importance is on ‘a balance of comfort and not to be intimidated’ removing the sales desk counters approach and sales people taking a hands-off approach and being on the same level as the customer. He picks out three key words that all the market leaders adopt and that you need to create: Experience, interaction and comfort. ‘Everyone wants an experience, to be comfortable’ and says people respect attention to detail that it takes to craft such an environment. If a brand cares about the environment it gives you then they must care about you. ‘It is this end-user experience and interaction that is critical – the end users must feel excited and comfortable at the same time.’ 17 You can see a Dyson stall in a shopping centre and be in the world of Dyson within another world, it’s testament to the importance of branding space no matter how small. Especially when it becomes so identifiable.
17 Fig. 4.2 Dyson Store London ‘ The Dyson Demo encourages people to be hands-on… so people can understand the engineering behind them.’ A milestone for Dyson is the launch of its very first permanent store in London in 2016. In an article on Design Week (2016) it says it will, ‘allow people to try out products first-hand and learn about the science behind them.’ Again, giving a customer a chance to ‘try before you buy’ and experience a brand, its products and its technology in a physical space. It’s evident of how key an aspect this is to companies. It will be a demo store; you can test out their products, learn about them, talk to ‘Dyson experts’ and discover the technology – with no tills. You can still purchase a product once you’ve tried it out. ‘The Dyson Demo encourages people to be hands-on… so people can understand the engineering behind them’ says Jake Dyson, research, design and development director and CEO Max Conze says it will ‘bring engineering to life.’ In the article Sarah Dawood calls it an ‘interactive learning environment concept’ which is also similar to an educational space that Apple has recently opened too. 18 John McDermott, brand director at AVB Brand sees physical space as another extension of a brand. In the same way as an ad campaign or a website is. Referring to John Lewis he says their brand effects and influences their TV adverts which then effects what their store windows show – all of which are extensions of the brand to create an overall impression, suggesting too that visual merchandising is something very important in designing and mapping physical space particularly in retail environments. John believes brands need to be getting better at working in different dimensions, maybe becoming more adaptable and flexible. 19 18 https://www. designweek.co.uk/ issues/4-10-july-2016/ dyson-brings-engineeringlife-new-london-store/ 19 Norwood, C. (2016) Interview with Chris Killeen and John McDermott AVB Brand, Belfast
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 and 14: 01— 1 Introductio n
Page 15 and 16: Humans are social beings, and so by
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: 15 SECTION FOUR Branded Place Brand
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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