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• W213472085 abstract "you want to know one best-in-show trick for brand and branch design, begin with a sense of place. Doubt the value of this? Think of your house, apartment, or condo. What you love most about it are the sentimental, touches that make a home. This love of the singular, even quirky, extends to our communities and the businesses we frequent, even as America becomes a purple mountain majesty of malls, national franchises, and places afflicted with the litter of homogenizing factors. fact, there is a certain strain of pushback the generic--the beginning of a movement to counteract it. premium is placed specificity, which is a key aspect of effective design. Increasingly banks feel about this the way retailers do, says Lance Boge, principal, with Gensler, a New York-based architecture and design firm. Creating a sense of place helps people to connect to the business because it somehow strikes a chord of recognition. Yes, there are concepts like ethnic modern, ultra modern or eclectic to consider when designing a space, but Boge notes that what people on the street most respond to are specific material choices, which are related to place--or should be. Mirroring customers Connection counts. Others who we interviewed described this phenomenon as creating a physical environment congruent with audience self-concept. Joe Pine, co-founder of Strategic Horizons, LLP, says that it is also part of creating an effective retail experience. If you don't want to be a commodity, says Pine, you'll need to avoid being generic. A generic place, even a decent looking generic place, sends a message to the customer, 'we're not sure who you are. We think you're sort of generic, too'. Of course, notes Pine, nobody wants to think of him- or herself in this way. fact, people know this isn't the case, no matter how he or she might be viewed in the abstract. Others who spoke with ABA BJ used the terms sterile, prefab, false, and unrooted to describe related concepts. Beyond this, a design with locality can be a good vehicle for conveying tangible brand qualities. So, characteristics such as friendliness or customer focus can be physically displayed in color or merchandising. Sense of place can also convey brand personality, the way clothing choice conveys the moods and values of people, although there are limits to the comparison. Architectural and design trends have longer cycles, says Eduardo Alvarez, executive vice-president, marketing and strategy, BrandPartners, a brand strategy firm based in Rochester, N.H. don't have the equivalent of the rapidly changing hemline. What he sees in 2007 is an extension of what he's seen for the last five years or so. This includes more emphasis color (he favors bold primaries or smoky neutrals), use of contrast, wall graphics, digital signs, merchandising and bold, geometric architectural display fixtures. Moreover, what you see, to varying extents, is a reflection of third-space values (not business, not home, but a third location between), first promulgated by that famous coffee house from Seattle, notes Jeff Ferris, director of architecture and design for Brand-Partners. In many ways, it's about showing off the interior so that there is a lure to draw you in. You don't get that same pull with a brick wall. Be consistent in look and ops As with a person dressing up to fool a date, or prospective employer, buildings can fake an image. the long run, though, the disconnect will shine an unflattering light. Envirosell, a market research and consulting firm in NYC, functions, among other things, as a test agency for prototype branches. Paco Underhill founder, knows what good design can accomplish but knows its limits: The branch can be fabulous looking, yet, without good online and physical channel linkages and a physical presentation that is consistent with who you really are, you won't succeed, he says. …" @default.
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• W213472085 date "2007-08-01" @default.
• W213472085 modified "2023-09-22" @default.
• W213472085 title "Evoking a Sense of Place" @default.
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