Why do you do what you do? You surely have a story that explains it. For building a brand of your architectural organization it is fundamental to convey this story to the audience and stakeholders. Effective Architectural branding is crucial to convey what makes your organization unique and would act as a differentiator. Impressive stories can traverse people through time and space and trigger powerful emotions. The first impression is usually what carries the most significance and stories help to establish this first impression.
Conveying the Vision
Architecture is surely a visual art form. But, if there is anything that creates a lasting impact on the minds of people it is stories. A compelling narrative adds depth, and context and enables communicating goals and inspirations to the stakeholders in an impressive way. Advancements in technology, augmented Reality, Artificial intelligence, and data analysis tools are paving the way for representing designs overlaying digital information onto real-time environments for conveying the vision in a better way. Architectural storytelling is hence experiencing a renaissance.
Creating Emotional Connections
The incorporation of stories can help architects generate an emotional connection with their clients. Emotional connections pave a long way to building deeper relations which enable a strong brand identity with meaning and purpose. The Swiss pavilion design utilizes the concept of “Reflections” to create a captivating sensory experience that fosters an emotional connection with Switzerland, known for its alpine landscapes. The pavilion’s physical construction and its symbolic representation evoke reflection on both a physical and sensory level. This immersive journey through the pavilion culminates in reaching a summit offering panoramic views of Swiss mountains, creating a profound sensory experience of reflection and discovery. By placing visitors at the center of their own Swiss story through this spatial and scenographic experience, the pavilion establishes a deep emotional connection with Switzerland, effectively utilizing the full storytelling potential through sensory engagement, entertainment, and emotional resonance. Overall, it exemplifies how a temporary event structure can embrace its storytelling capabilities through captivating experiences that engage the senses and evoke powerful emotions.
Enhancing User Experience
Architecture directly affects the lives of people. When the users are convinced about how the design addresses their needs and aspirations in the form of a story, it is compelling for them to invest in that particular brand. This user-centric approach strengthens brand perception. Branded spaces reflect the internal culture and experience of a company. Modera Sedici designed by DCS Design reimagines the historic Italian Embassy in Downtown DC to create a Renaissance of City Living by blending old-world charm with modern living. The brand influences architecture and in turn, the architectural design reflects the unique brand.
Reflecting Brand Values
The architecture of an organization reflects the brand values and identity of that organization. Storytelling becomes an impressive medium to express these brand values and put forth them with the help of design. It reinforces the brand message and creates a cohesive image. The narrative can also drive the design from the beginning, inspired by activities undertaken by people in that space. The Apple Campus Headquarters, in Cupertino, California, for example, reflects the company identity through the floor plan, color scheme, and building materials.
A crafted narrative can express how an organization is a differentiator in terms of its design thinking and values. These stories can position the projects at a stage where they are distinctive and memorable attracting clients and stakeholders. At sporting events, it is a common practice for event sponsors to construct pavilions, VIP lounges, and branded experiences for participants and spectators. These structures serve as powerful storytelling tools when they embody the imagery, colors, and values associated with the sponsoring brand. For instance, the Kennedy Pavilion was created for the 2019 Spring Racing Carnival equestrian event in Melbourne. Designed by architects from La Cellula Lab, this intricate modular building was specifically designed to be assembled and disassembled multiple times for five years, showcasing a smart strategy that necessitates top-notch manufacturing and assembly processes.
Promoting Engagement and Awareness
Architectural storytelling allows architects to engage with media, and online communities to attract viewers to their projects. A story that expresses the process of design, response to context, and project evolution makes it transparent for the client to choose an organization. A story that resonates with the audience makes a lasting impression for a brand to succeed.
Every architecture firm has its personality. Stories have the potential to breathe life into this personality. Storytelling plays a crucial role in architectural branding by conveying the essence of a project, fostering emotional connections, enhancing user experience, reflecting brand values, building recognition, and promoting engagement. By harnessing the power of storytelling, architects can elevate their projects from mere structures to meaningful and impactful experiences that resonate with a wider audience.
As architect Paul Goldberger stated, “Architecture is a story that we read, an experience that we live, and a memory that we create.”
Citations for Journal Articles accessed on a website or database:
- Susannah Griffiths.Thinking Outside the Silo: How Branding is Playing an Ever-Increasing Role in Architecture.Available at : https://dcsdesign.com/branding-in-architectural-design/
2.Expomobilia.The Power of Architecture StoryTelling.Available at:https://www.expomobilia.com/en/knowledgehub/2021/the-power-of-architectural-storytelling/
3.William A. Browne Jr.(2010).Storytelling in Architecture_https://www.planetizen.com/node/46878
4.Julian(2022)What is Brand Architecture-Definitions, Models and examples.Available at :https://www.thebrandingjournal.com/2022/01/brand-architecture/
Citations for Images:
1_Crafting a story for Brand Clarity_Ignyte Branding Agency
2_Swiss Pavilion-Reflections_ Expo 2020 Dubai
3_The original ballroom of the former Italian embassy redesigned as a common area for residents, speaks to the brand strategy of combining old-world elegance with modern amenities-Modera Sedici_DCS Design
4_Apple Store Fifth Avenue, New York / USA. Architecture: Foster + Partners. Image: © Aaron Hargreaves / Foster + Partners
5_Kennedy Pavilion_La Cellula Lab