Case Studies

I was asked to find examples of spaces that strike a balance of strong architectural branding and visual diversity. I broke the brief down into smaller questionsto guide the thought process behind the selected interior spaces.

Guiding Question: What are examples of co-working spaces, social clubs and/or hotels that strike a fine balance between a strong architectural branding and visual diversity?

1. To what degree do brick and mortar interiors encapsulate and reflect the brand’s core values?

2. How do these interiors manage to express individuality while staying true to the overarching brand identity?

3. Are there specific design elements or features that each brand incorporates into its stores to reinforce its brand values?

4. In what ways do each of these locations contribute to enhancing the overall brand experience for customers?

5. Are there any challenges or instances where a specific interior may have struggled to convey the brand’s intended message and values?

What I found is that there is push/pull between creating implicit branding with unique interiors as well as explicit branding with more visually similar interiors. The brands I picked were the Proper Hotels, Soho Works and The Wing. Although the client asked explicitly for hotels/clubs/co-working spaces, I also included other examples of brands with ethos that align with that of the brand's that I found very successful (with Aesop being my favourite).