After two days of action-packed sessions at IRDC 2015 our minds were buzzing with design ideas and possibilities! At the core of it all is brand transparency. It is far from breaking news that the modern consumer craves authentic experiences and believes in voting with their dollars, but IRDC was able to take this concept further and discuss how to visually communicate a transparent brand.
If consumers want more than a luxury logo, we need to design with a more holistic view of the environment. Spaces need to be designed with a clear point of view, and a true voice that speaks to the consumer who values vulnerability over perfection.
These 4 tips to create an authentically branded space are a great jumping off point for blending in clarity, purpose and soul:
-Be aware of the story your materials tell and consider making sustainable material selections. Recent trends include reclaimed wood, locally sourced items and LED lighting.
-The science of a Feng Shui inspired layout can keep the consumer's energy focused and grounded. Be mindful of the flow of the space, and how areas relate to each other.
-Meet the customer where they are and set up pop up locations. This approach can simplify the store experience and attract new customers on their own terms.
-Don't forget to brand every space, including the square footage that is behind the scenes. Employees are brand ambassadors, and their spaces should make them feel welcome and empowered.
As we look to the future of environment design, I challenge you to review how transparent your branded environment is, and ask yourself: What is my story, and how can I design my store, office, event, or exhibit to embrace the authenticity that the modern consumer craves?