A 360-degree brand experience is the combination of all the intangible and emotional benefits plus all the tangible touch points. For many brands, retail space is still the main touch point with their customers. Turning that space into an experience embodying a brand’s identity is how you build lasting bonds with customers. The two worlds – the intangible and tangible brand assets – are successfully and seamlessly merged by translating the spaces in which the brand operates so that the brand stands for the same set of attributes at every touch point. RNDR develops 3D experiences that do more than just implement a brand’s visual identity. It translates a sharpened version of the brand’s story into designs and spaces. This is what creates a 4D brand experience. Head to this session to discover it for yourself.

1. NO 4D EXPERIENCE WITHOUT 3D
a 360° approach in branding your environment

2. Hi,
I Am
Tom

3. INTERIOR ARCHITECTURE
“Interior Architecture is the design of a space
which has been created by structural boundaries &
the human interaction within these boundaries.”

4. INTERIOR ARCHITECTURE
“Interior Architecture is the design of a space
which has been created by structural boundaries &
the human interaction within these boundaries.”
Branded environments:
• A 360° brand approach
• Transferring your brand into an experience
• Respecting the boundaries of your brand and environment
• The most tangible element of a brand, next to its products

5. BRAND CONSISTENCY
The power of brand consistency

6. CONSISTENCY AS THE BASIC OF BRANDING
Consistency leads to:
• Recognition
• Loyalty
• Trust
• Perceived professionalism
• Less brand confusion
• …

7. CONSISTENCY AS THE BASIC OF BRANDING
Consistency leads to:
• Recognition
• Loyalty
• Trust
• Perceived professionalism
• Less brand confusion
• …
WHAT WITH
INTERIOR
CONSISTENCY?

8. CONSISTENCY AS THE BASIC OF BRANDING
• Brands go for standardistation
• Global brands being recognised worldwide
• Consistent experience on every touchpoint

9. CONSISTENCY AS THE BASIC OF BRANDING
Consistency is also reflected in the interaction between on- and offline environments.

10. CONSISTENCY AS THE BASIC OF BRANDING
Consistency is also reflected in the interaction between on- and offline environments.
SO INTERIOR
WAY TO GO
?
STANDAR-
DISATION
IS THE

12. CONSISTENCY AS THE BASIC OF BRANDING
SO INTERIOR
WAY TO GO
?
STANDAR-
DISATION
IS THE

13. 3D
–
standardisation
=
4D

14. 3D
–
standardisation
=
4D
Why?
Consistent experience vs. real experience
Recognisation vs. discovery
Functional drive vs. emotional drive

15. 4D INTERIORS
Customers want experiences, not things.
Studies show that people are happier when money is spent on living, not on having.
The experiential consumer: people looking to add quality to their lives.
Marketing shifts from globalization to personalization: consumers resist homogenization.

16. 4D INTERIORS • EXAMPLE
• Aesop creates conceptual stores within
a central philosophy
• Use of same materials, with different interpretation
• Interior interpretation in line with products
(=authenticity)
• Nature reflected in natural materials
• No copy/paste but local interpretation of the brand
• Experience through all senses:
see/feel/smell the brand
• Same yet different!

20. PRODUCT VS. BRAND
Designing your interior experience
is about finding the right balance:
• Total standardization puts the products
in the forefront, but lacks of evoking
emotions (brand experience).
• Total individualization dilutes the brand:
no central identity and philosophy makes
your brand unclear.

21. LEVEL OF STANDARDISATION?
The 80/20 rule
80% standardization
20% individualisation

22. EXPERIENCE VS. HIGH END
Does experience equal luxury? NO
• Your interior should reflect your true identity.
High end brands should deliver ‘high end experiences’.
• But: low end brands can deliver experiences too.
SMALL THINGS CAN MAKE A BIGDIFFERENCE

24. Challenge
Create
a flagship store
that captures
the essence
of the brand

26. RNDR CASES • PELICAN ROUGE
• Big established brand in the B2B market
• Goal: approach the B2C customer
• Strong product: but no branding / interior concept
• Make the difference: not like any other coffee shop

27. Challenge
Create
an office
connected
to its environment
that facilitates
workflows

31. RNDR CASES • BRANDHOME
• Unconventional office spaces: sea containers create a link with the harbor nearby
• Use of recycled materials
• Orange as a prominent element to reflect the brand’s visual identity
• Office flows optimized to enhance the company’s workflows

32. TAKE-AWAYS
Creating something that is unique, yet standardized is a design craft:
• Every environment should be custom made: no copy/pase
• Define your principles based on brand and product
• Relate to your context
• Think outside the box
• Do different, using the same
• Keep your customer / employee flows in mind

33. CONCLUSION
Standardisation is the feeling you want to evoke,
not the way you want to evoke it.

34. THANK YOU

35. RNDR® is part of the Brandhome group
www.rndr.space • www.brandhomegroup.com