What does it mean to bring a brand to life through space? For Design Partnership, the answer lies in moving beyond visual identity to create an experience that guests can genuinely engage with.
When involving brand, our storytelling aims to immerse guests in the brand’s world. We create an atmosphere where guests feel the brand’s presence in a way that’s tactile and memorable.
The experience needs to be immersive, splashing brand colours on the wall will no longer suffice.
There is a difference between building your brand and building your building. The aim here is to find a way to communicate the brand’s values and mission through elements of design and story telling.
Project Case Study: Spur
You always feel welcome, even from afar. You enter through our Stoep, not a shopfront. We make space for Date Night. You can lounge in the dining room; every Spur is full of delightful surprises for The Secret Tribe.
The brief was to define the next-generation Spur, creating a distinctive store experience aligned with the refreshed brand identity. With over 50 years of heritage, the design needed to honour Spur’s legacy while integrating new and existing brand assets.
The next-generation Spur concept blends nostalgia with modernity, creating a space that honours its South African roots while embracing a playful, dynamic updated brand identity.
(taken from current website)
Interactive design elements encourage engagement, reinforcing the brand’s purpose: Igniting Joy.
The playful, interactive elements on the façade, the modernised stained-glass pendants, the refreshed Appaloosa print on large encapsulating booths, the totem pole faces, the portal into the kid’s area, all these elements evoke delight and joy within the customer and illustrate an understanding of the social relevance of the brand.
Architectural elements, such as the Stoep-inspired entrance and larger-than-life brand lettering, create a sense of welcome and excitement.