When one steps into a Starbucks, they almost instantly know they are in the famed coffeehouse, and not at a McDonald's. Apart from the uniformed staff and a giant sign at the door, there are countless other factors that make a Starbucks look like a Starbucks. Textures, materials, shapes, colors, layouts, furniture, and lighting all contribute to the experience of being in a branded environment. These elements are replicated globally to create an identifiable image. As economic patterns change, brands are looking at extending their identities into spatial experiences in order to better engage with their customers in their daily lives.
Brands are everywhere. People are in constant interaction with brands and forming opinions about them - from the toothpaste, one uses every morning to the mattress one sleeps on at night. This omnipresence is reinforced with messaging and advertisements both online and offline. Brands are on a mission to attract, entice and engage with people, aiming to convert them into loyal customers. By physically interacting with the company in a personalized way, it is believed that the customer would connect better with the brand and become a strong advocate of it.
