Architecture is about translating a brand's identity and emotion into an experience

Every brand has a unique identity and brand story and this uniqueness should not be restricted to a logo design or in brochures and communication material. Reflecting a brand's identity and emotion in architecture and interior design is a very important part of translating a brand’s emotion into a differentiated experience for the user.

Take, for example, an events company. Its office environment could use a range of colours, textures, finishes and surprises in design elements, in order to motivate and inspire creative and innovative thinking among its employees. On the other hand, an accounting firm needs to communicate calmness, quality, reliability and transparency and therefore would do well to use pastel sober colours and finishes with minimum textures in order to reflect. It could have client testimonials and values reflected in its design to underscore commitment to integrity.

Architecture and interior design therefore afford brands the opportunity to articulate their ethos through a physical space thereby enhancing the experience of the customer or user. This means that as architects, we need to have a very clear understanding of the product, the values of the company, the emotion behind the brand and the people occupying and visiting the place. Digging deep into the motivations of the users, our task is to identify key emotions that link the user with the space and the brand. Then find the right design expression that conveys this insight. When architects create pieces of work built on the emotions of brands, it connects deeply with the audience leaving a lasting impression. Such environments transcend labels such as office, commercial and residential to become meaningful habitats that rejuvenate their inhabitants.

People should be able to connect not just with the physical space, but also build memories and emotions with it. In the finch, a café chain designed by Eidesis Studios, the interior design was built around the brand mascot, the finch bird. An open cage and free-flying birds represented the open and uninhibited flow of conversations that is the foundation of memorable moments. The success of the café and its theme has resulted in the finch opening new outlets across the country.

More than rational thinking, it is emotions that inspire one to act. Therefore, representing the right emotion in physical spaces is very crucial to connecting with the audience. By investing in emotion-driven architecture, brands can establish a connect with their customers, that extends beyond the product itself.