Fascinate the public by real places –Application of spatial branding in China (Part 2)-

This is Part 2 of Spatial Branding. Two members of the specialized Gramco Shanghai Beijing Branch team spoke passionately about the future of spatial branding, including their achievements in Japan.

Projects realized in Japan during the COVID pandemic

-- Please tell us about the projects you have conducted in Japan

Liao

With the ability to work remotely now, there are increasingly more opportunities for us to contribute to the space-related aspects of projects in Japan. For example, we helped rebrand HouseDo, a real estate information provider, in 2021. We supported their first branding project in 2005. Fifteen years after the launch of the brand, the client felt the need to revamp the brand experience at stores—the physical contact points for customers—due to the growing trend of digital transformation in the real estate industry.
Hence, the Tokyo team worked with the client to redefine the brand concept, including the purpose, as well as developing a new logo and brand style appropriate for the real estate tech age.

Eto

Regarding the stores, while constantly sharing information with the Tokyo team, the Beijing team participated specifically in the creation of a space that reflected the brand concept. Although it was during the pandemic, I actually went back to Japan to survey the local stores. In this way, while utilizing the new brand style in the space, in terms of functionality, we created a space that provides information using the latest digital technology, such as paperless property search and simulated previews using VR, and also secured a personal space where customers can easily interact with our staff so that they can get a sense of friendly, community-based service despite being a national chain.

Successful spatial branding

-- Based on your experience so far, what do you think is necessary for successful spatial branding?

Liao

I believe the success of spatial branding will be ultimately judged by those who use it. Normally this means customers, but store staff are also included. In making a judgment, it is absolutely essential that customers find it easy to enter the store. Second, the time spent by customers there can be used for evaluation. For example, the Beijing streetscape created with PC parts at the Alienware flagship store introduced earlier led to an increase in the number of customers taking pictures in front of it, which in turn increased the time they spent in the store. It is important not only to have customers buy the product, but also to get them to experience the brand first. A good store also pays attention to other aspects that are not obvious at first glance, such as product display and flow lines.

Eto

Basically, it is important that the brand image is reflected in the space and services, but we are careful to ensure that the space itself does not become self-indulgent. We believe effective spatial branding enhances the products being offered and creates a synergy where the products and space complement each other without competing. For example, there are many spaces that solely focus on what is topical, but people often lose interest within a year. I think being preoccupied with the space alone is bad spatial branding.

The potential of spatial branding

-- Please tell us about the future trends and possibilities for spatial branding.

Eto

During the pandemic, remote work flourished, and with limited physical contact and interaction, the metaverse was the focus of attention. Promotions of fashion brands and online concerts of famous artists were held in metaverse spaces. Since there are no physical constraints, they offer a high degree of freedom in terms of design and other aspects, making it easy to create unrealistic experiences.
Nevertheless, I believe that metaverse space design is still in its infancy stage from a branding perspective, making it an area of potential. I also think we will see increased integration of real and virtual spaces through the overlap of spatial branding.

Liao

I believe that channels and locations in physical places will become increasingly important. Until now, the emphasis has been on locations where people gather, such as large commercial facilities, but I think we need to observe the movement of people more than ever before to open new stores, such as in locations with good transportation access. Furthermore, I believe it is possible to bridge the gap between online and offline by not only linking physical stores to online platforms but also by offering customers ways to learn and enjoy online functions directly in the store.

-- Finally, could you say a few words to our readers?

Eto

Compared to the experience of a physical place, I think the experience we get online or on our smartphones is inevitably diluted. In a real, physical space, the smell of perfume or the sound of music can often bring back old memories. I feel that spatial branding designed to include the five senses will become an increasingly important point of contact in the future. So I hope to work with clients to create spaces that express their brand identity by working on people’s memories through design.

Liao

From now on, I believe that it will be essential to grasp the latent demands of customers and identify locations, displays, sampling, and designs that align with the concept. So I plan to focus on these factors.
We hope that our Beijing team’s elaborate plans and creativity, which can be incorporated into realistic perspectives, will also be utilized in Japanese projects. In collaboration with our Tokyo counterparts, we will help build spaces that highlight a brand’s personality.