Friday, 27 May 2011

Design Week article

Architecture is Advertising

The high street of the future represents a valuable medium to deliver a brand story - ‘architecture is advertising’ is the idea that will transform our high streets into a series of immersive bill boards and brand lounges, which due to the premium of space will be too valuable to cram full with piles of products and instead evolve into alluring, interactive environments – imagine an advert that you can smell, touch and walk around. Brand advertising is not about what we are told but what we experience and how we connect physically and emotionally.

In the future, retailers will have developed a better understanding of the relationship between online and in-store and will maximize the use of space to deliver experiences that cannot be delivered through our laptops. Online will be for sales while the in-store high street space will engage with all the senses and leave an indelible impression.

Kirk Originals, Conduit Street

PH - Creative Director