Brand—Space

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BAS
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http://basid.se/
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http://basid.se/case/
systembolaget/
BAS is a Swedish creative collective. Consisting
of three separate ventures: BAS – Commercial
innovation combining brand and retail strategies.
BAS ITG – Strategy and innovation aimed at
technology and telecommunications. Finally,
BAS REX – Delivers concept development for
shopping centres and food courts.
This diverse range of skills ‘provides a
unique combination of competences… for both
digital and physical environments… as well as
implementation and management.’ 32 That is
another valid perspective, that although the
physical environment is more important than
ever in the present day as argued, the digital
landscape can be equally as powerful and
important. It is only by combining them and
using them for each other’s benefit can you
create an ultimate experience. It is very useful
to use digital experiences but held within
physical space to play to the senses and
enhance experiences. BAS is as committed as the
likes of Checkland Kindleysides in bringing ideas
and concepts into reality, shaping this combined
thinking of experiential design. They developed
a new store concept for Systembolaget, Sweden’s
government owned off license and the only
retail store allowed to sell alcoholic beverages
containing over 3.5% alcoholic volume. BAS
were assigned to develop this new concept and
updated identity to ‘deliver more of a specialist
store experience than a volume outlet.’ Their
result was ‘an inspiring and knowledge-driven
“beverage library” with influences from Nordic
design and based on customer insights’ and the
first concept store is testing this out already.
You can see from the materials and finishes
that this store is already of a high quality, set up
so a customer can learn, engage and understand
the product better. Using infographics and labels,
a customer can find out more with ease. 33