Brand—Space

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Fig. 6.6 Hunter
Regent Street, London
Fig. 6.7 Hunter
Ginza, Japan
Figure 4.1 Starbucks
headlines
It combines technology with traditional
methods to add a new dimension, making
‘fresh experiences to share with new audiences.’
Sound is a vital element in telling this brand
narrative. They use live weather forecasts,
the sound of birds can be heard in the changing
rooms, this creates a digital soundscape to tell
a story, and evoke certain emotions from people.
Paired with other media it is very much the
production of such a space that can really set it
above anywhere else and aim to build a unique
retail space. Opening a dialogue between the
store and the audience.
This store has been such a success that it will
now influence and be reflected in a global rollout
to all of Hunter’s spaces, from flagship to outlets.
As you can see from Japan’s version of the store
in Figure 6.7, it still very much holds the values
of the original creative concept but ‘less literal’
and more ‘ethereal’, they say to target the
Japanese market. 30
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