Is using architecture cleverly for branding purely a hardware issue or does content have a role in making it memorable? The answer lies in creating an engaging experience by bringing together sculptural and kinetic elements, and thinking beyond just physical space and figuring out how to integrate narrative content. However, without memorable content, it just falls flat.
"Experiential design firms need cool spaces to sell brands. Architects make it happen," points out this article. Increasingly brands are turning to new physical spaces. And they are using architecture and design to attract more consumers.
Ford built an escape room-type stunt, asking people to try and find their way out a giant maze while driving one of their vehicles, while Bumble, a dating app, created a physical room for users to meet before going out. And it can be as niche as possible too. Shimano in Singapore created an event space and a library consisting of hundreds of books about cycling.
Moving images on screens used to be the best way to capture a consumer's imagination. In today's fast-moving world, it takes more than moving images to stop a customer in her tracks.
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