This constant reinvention is one of the key reasons why agencies must strengthen their position as trusted advisors to their clients, building collaborations that can truly deliver on innovation.
While advertising and PR are dominated by long-term retainer contracts, brand experience is known to be more of a case-by-case affair. So, how can we make a real impact in elevating brands in the long term? Let’s have a look at one of our key competence areas: space design and the delivery of immersive environments that connect brands with their audiences.
There are three key types of branded environments in which we specialise: pop-ups, tradeshows, and in-house exhibitions. Each of them has its own advantages and challenges, and it is paramount for brands to have these clear prior to releasing a brief to their agencies.
This is an increasingly popular format as it allows brands to get into direct contact with their target audiences. It can be a great platform to enhance visibility and brand awareness but also presents a certain complexity.
Pop-up kits need to be smartly designed and modularly built so that they can easily be set up and disassembled within a limited time. Factors such as weather and potential overlapping with other events must be taken into account, and storage and transportation have to be well planned in advance.
High-foot traffic and a well-structured execution environment make this a classic brand experience format. However, there are a few considerations in terms of flexibility and space for innovation.
Tradeshows are a traditional format, and while pushing the boundaries is key, brands may find limitations in their scope of action.
Designing and setting up an exhibition space at the brand’s headquarters or in a permanent showroom environment can be a great solution for strengthening sales, especially in the B2B sector. This offers an immersive brand environment while cutting down location costs, although it may require a certain effort to drive traffic.
Should you like to continue this conversation, please contact our editorial team.