What are the best ways to ignite peoples’ senses in branded spaces?
That’s the question that we — Carey and George Bradshaw, Co-Founders of Creative Butter, and Kevin Perlmutter, SVP Chief Strategist of Made Music Studio, — asked ourselves.
After being connected for our like-mindedness by a common friend at the MIT Media Lab, our discussion began with the recognition that our respective disciplines, visual, content and sonic, are all vital in the holistic design of branded spaces. So we decided to bring our perspectives together and write about best practices for creating immersive, branded experiences people love.
Turning Branded Spaces into Immersive Environments
In our experience-focused world, brands can have an outsized impact in retail stores, tradeshow booths, interactive museums, sponsored stadium venues and more. To be successful, interior design must go beyond finishes, signage and propping, into holistic experience design. That means understanding how to reach people on a truly emotional level.
Igniting all of the senses in a positive way is at the center of high-quality experience design. Whether competing for attention amidst the noise of a tradeshow or creating a thoughtful and narrative experience for museum-goers, the goal of achieving the desired sensorial impact must be taken into consideration.
We believe that there are three interconnected areas to focus on:
The ROI of Getting It Right
Today, brand managers have an overwhelming number of options on how to reach their audiences and where they will get the greatest return on their investments. While it’s impossible in the context of this article to weigh all of the choices, here some ways to get the best ROI in branded environments:
Tying it All Together
Branded spaces require a significant investment in expertise, time and square-footage, which is why it’s so important to be holistic and strategic in your approach to designing them. By taking the time to tell a cohesive story through thoughtful design, messaging and use of sound, brands can take advantage of a unique opportunity to forge deep emotional connections with consumers, turning them into long-term brand advocates.
Image via Flickr / jimsideas
Kevin Perlmutter is SVP, Chief Strategist at Made Music Studio.
If you would like to share your perspective, please comment or start a conversation on Twitter @kevinperlmutter or in email: kevin@mademusicstudio.com.