An old article comes to mind. It must have been one of those design or architecture magazines. It featured a piece on five office buildings and the corporations they housed. The idea was integrating design and business strategy.
One was of a paper company which had just had their interior redone to the theme of the history of the printing press or something of that sort. I believe the table in one of the meeting rooms was a replica of an old printing press. The story goes that a prospective client with a large account had offered to attend a presentation on their brief at the paper company’s premises. The client eventually signed on not because of the paper company’s proposal but they were persuaded by what they saw.
The use of building design (whether interior or exterior) might indeed present itself as a viable parameter in brand positioning. However, it has not enjoyed the popularity it deserves. The reason for this may not be far fetched considering the cost and long term view of implementing such as strategy.
Buildings are commonly done in the ubiquitous boring block-like design lacking a bit more imagination. To all intent and purpose, they all appear a little similar. Hence, it presents an opportunity for the brand to break free from the pack.
Recognizing building design as an important touch point for the brand audience to interact with the brand is a crucial first step.
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