20 min. talk
Throughout history, architecture has always proved to be a valuable tool which can both encrypts and convey messages. This talk we will explore ‘brand’, in its shift from a commercial concept to an immersive experience.

Placemaking
Architecture
Connected places
Smart cities

This talk investigates the meaning of ‘branding’ in relation with the architecture industry. Looking at the relationship between these two disciplines and the importance of this interface when attempting to communicate ideas, values, and ultimately emotions to customers and buildings’ users alike in our digital era.

Throughout history, architecture has always proved to be a valuable tool in order to encrypt and convey messages. This discipline has largely been employed by governments, religious organisations and financial institutions to develop strong communication strategies, connecting with the emotional sensitivity of individuals. Through this they have achieved support, faith, and/or money.

We will explore how the meaning of ‘brand’ is shifting from a purely commercial concept to a more immersive one. In the current ‘experience economy’, we all need to compete in a global marketplace, and our identifying mark as well as our ability to communicate its values, in both the digital and physical world, is paramount whenever we aim to succeed against competitors.

In this century, architecture will be characterised, and probably changed forever, by the interconnection of physical, visual & digital design. This overlap is bringing alive an ever stronger dualism and interaction between digital and analogue realities. Therefore, creative professionals will have an ever-growing role when it comes to assisting clients in translating their ‘identifying mark’ or brand into architectural solutions.

As part of this presentation, we’d be delighted to play a short film to illustrate a case study where branding, architecture, visual communication & digital design ‘connect’ to create an enhanced customer experience. This presentation intends to enlighten attendees as to what role traditional architects & UX designers may play in the creation of branded environments that successfully enhance customer recognition, differentiation & brand perceived value.