Brand—Space
The impact of branding on physical space and the importance of creating an experience. Branded space, in the form of shops, museums, cafés and restaurants have an effect on us everyday. This study will look at the impact of physical space – how it can influence us and how it shapes our perceptions of brands and places. Including case studies from around the world and interviews with industry professionals.
The impact of branding on physical space and the importance of creating an experience. Branded space, in the form of shops, museums, cafés and restaurants have an effect on us everyday. This study will look at the impact of physical space – how it can influence us and how it shapes our perceptions of brands and places. Including case studies from around the world and interviews with industry professionals.
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19<br />
SECTION FIVE<br />
Experience of Place<br />
Creating an engaging and interactive experience – and the<br />
importance of doing so. To retain customers, increase sales<br />
and awareness.<br />
When speaking of Es Devlin, a stage designer,<br />
Creative Review (2016), ‘When we experience so<br />
much through screens, it has become a truism<br />
to stress the value of the live event. The thrill of<br />
“being there” becomes ever sharper the more we<br />
rely on other media.’ 20<br />
And based on positive or negative experiences<br />
of places this affects how we feel about them,<br />
do we enjoy going to work? Or going to a certain<br />
park for walks? This is why our experience of<br />
places can be so important. It’s also important<br />
to have these experiences in the first place.<br />
People seek places that allow them to explore<br />
and discover.<br />
Let’s take a look at what has been a resurgence<br />
or revolution that is the coffee movement.<br />
You won’t find any small town never mind a main<br />
city that doesn’t have a coffee shop located on<br />
nearly every street, local or chain – in Britain<br />
alone there are 16,500 coffee shops. 21 There will<br />
be 20,500 outlets by 2018. 22 In 2013, the three big<br />
companies: Starbucks, Costa and Caffé Nero saw<br />
their sales rise by 9.3%. And in the same research<br />
what was around 11% of us visiting a coffee<br />
shop every day is now over 20%. Independent<br />
coffee shops are now on top of this market, and<br />
why? People want real, authentic, quality coffee.<br />
Something they believe their local artisanal<br />
barista can offer them.<br />
There is now an entire culture surrounding<br />
this product, an experience to be had by anyone<br />
who enjoys this hot drink. Coffee shops aren’t<br />
just for drinking coffee however, they’re social<br />
spaces, people meet here, chat here, plan and<br />
work here. For some it’s the coffee, but for others<br />
it’s the space – a shared space, a branded space.<br />
Coffee shops are changing to reflect their more<br />
premium product, selling better coffee; they are<br />
creating better spaces to serve it in. In doing so,<br />
creating better experiences for people to enjoy<br />
it in. Not just in the local independent shops<br />
either, this is what the big corporate chains are<br />
replicating; in fact Starbucks has had a massive<br />
impact on coffee in the UK since it first opened<br />
in London in 1998. Starbucks now has over<br />
25,000 stores in 70 countries. 23 It’s success is<br />
20<br />
Creative Review, June<br />
2016, Vol.36 Issue 6 p.48<br />
21<br />
https://www.<br />
theguardian.com/<br />
lifeandstyle/2014/jun/08/<br />
the-coffee-revolution-jayrayner<br />
22<br />
https://www.<br />
theguardian.com/<br />
environment/2014/jul/20/<br />
is-it-ok-to-buy-coffee-froman-independent<br />
23<br />
http://time.<br />
com/4588739/starbuckshoward-schultz-ceo-kevinjohnson-sbux/
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