More than Just a Storefront
You may not think much about the storefronts you pass every day, but when you pass an Apple store, you know it. No matter its surroundings, the Apple store stands out as an icon—a hub of sleek sophistication that can make adjacent buildings and spaces look stale, outdated and out of touch.
How does Apple create this immersive buying experience?
Going Beyond the Façade
Many retail stores have branded their storefront, but that’s where the branding experience typically begins and ends. Aside from the name and showcasing merchandise which appeals to their core audience, the general branding level of the average mall clothing store is the same from one place to the next. With spaces like Apple, Tiffany’s, and Porsche, branding goes beyond the brand perception to also include the building and interior space as part of the complete brand experience. Retail outlets and strip malls generally don’t have this kind of brand flexibility, but stand-alone stores have far greater freedom and are granted more creativity.
Architecture as Part of the User Experience
When considering architectural branding, it’s no longer enough to consider the trimmings of the storefront, but the entire building and interior as a unified brand whole. Architects and designers need to consider how the space reflects the brand and influences the entire consumer experience. Going back to the Apple Store, every architectural detail, lighting source, material and finish within the space is designed to deliver “The Apple Experience.” Over time, this unique experience is what consumers expect—and why they return. Why is there always a line out-the-door when new Apple products are launched? It’s not only the cool, sleek product itself, but the experience of purchasing that product within the Apple-branded space. The architectural space is another critical facet of the complete brand experience.
The Brand Evolution and Keeping a Finger on the Pulse of Consumer Demand
It’s important to note brands evolve over time, and architectural aesthetics must keep up with the process. The combination of digital technology and the hybridization of spaces, combined with the building storefront, interior layout, brand colors, materials, and finishes create an entire impression and sets expectations in the user’s mind.
At the extreme end, brand architecture can even transform an entire city! The futuristic Guggenheim Museum Bilbao in Spain has created an uptick in the local economy and coined the phrase “The Bilbao Effect” for the ripple effect the brand architecture has created city-wide.
You can expect wholistic branding to continue to evolve as brands become more distinct and integrate greater technology to craft a seamless user experience. Architectural branding is here to stay and will only grow as retailers and brand visionaries acknowledge its undeniable influence on their consumers.
Susannah is an accomplished integrated marketing executive with over 15 years experience developing, managing and implementing innovative, award-winning online and offline campaigns for Fortune 500 clients across a variety of industries.
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