Brand—Space

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APPENDIX
Interviews
Gerry Hamill –November 2016
1. What’s your opinion of architecture
in branded space (for retail or
commercial)? What experience can
you share on this?
Architecture in branded space offers the
Client the clear ability to visualise how their
new branding would look like internally
and externally when implemented. Such 3D
design offerings such as prototype stores are
invaluable to companies planning to embark
on a national rebrand. Huge benefits can
be gained – additional customer traffic and
sales and reduction of wasted expense – just
being a few examples of the benefits.
2. In a digital age, do you see a renewed
need for experimental physical spaces
for brands to operate in?
Yes, an experimental model phys they
are three-dimensional representations of
your designs. They also offer you and, if
required, your customers the opportunity to
understand the concept and refine the end
result to accurately suit your objectives.
With a prototype, it’s a walk through,
life-size preview of your new concept; an
interactive market research laboratory
where key answers to attitude, reaction and
usage can be known early on – all of which
are crucial to success when introducing
new elements. Customers are given the
opportunity to trial elements and offer
their feedback which is vital in determining
if, and how well, your design offering will
work. This is powerful. Any improvements
and adjustments you make based on their
input is able to ensure your new fit out
directly appeals and engages your enduser.
It is this end-user experience and
interaction that is critical – the end users
must feel excited and comfortable at the
same time.
3. What do you think is the value of
creating an experience within a space
for a customer?
As answered in 2. above.