Strengthening a young company's brand identity through interior design
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2020
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Abstract
"This thesis aims to explore the relationship between brand and retail design in times of modern shopping and the brick-and-mortar store as a tool for brand experiences. It looks at what kind of spatial strategies can be applied for branding in retail design and differentiates various strategies through which retail design and architecture represent brands, the influence the brand identity has on the store design and the stores impact on the brand. These insights will be used in the process of creating a new store design for the brand YOU MAWO. YOU MAWO is a German eyewear manufacturer that uses modern technologies like face-scans and laser-sintering to create eyewear that is individually adapted to the customers face. Currently, the brand only sells through selected opticians and has no individual stores or brand space. This is why a specially designed retail system would enhance the brand recognition and presence at their external sales points. Additionally, a complete individual store design would create a totally controlled environment and brand space, which will push the brand identity and value to the next level. The design concept will include a system that can be used as a modular shop-in-shop system for their B2B sales channels at external optician stores, but also serves as a base for the brands first flagship store. Based on the results of the previous research, the concept will engage with the brand identity and create a brand experience which is coherent with the brand's background and values and translate them into a spatial strategy."