Designing brand experience in interior space

Abstract

With fast globalization, comes competitive marketing and brands have begun to use experiential design as a marketing strategy. Experiencing spaces creates a signification in people's lives, and spaces can have a particular role in originating specialized experiences. Therefore, there is a key role for interior designers, because they design experience through space. Understanding how to design a perceived space for the purpose of brand strategy becomes significant at this point. The research aspires to analyze the role of interior space in experiencing corporate identity. Moreover, it explores how interior space is being shaped by firms who are designing the corporate identity with all design elements together, from graphic design for the logo, to the software design for the website, to interior design for the design of the corporate space. Integrating interior space within the development of corporate identity is a new and effective approach in understanding the experience of the corporate identity. Schmitt’s [1] Experiential Marketing model is used to analyze the works of the design companythat uses this approach. The model is adapted to the field of interior design to provide a link with marketing and to eliminate deficiencies between professional life and the existing literature.