This document discusses creating branded environments and experiences for consumers. It covers changing consumer trends towards millennials, the convergence of retail, banking and office sectors, and strategies for differentiating brands through physical space design. Examples are provided of innovative bank branch concepts that blend retail, office and community space to engage younger customers. The focus is on inspiring and motivating customers through differentiated architectural and interior design that reflects brand values.

1. Creating Branded Environments
Where people want to be!
May 2014

2. Agenda
Changing consumers
Market trends
Sector convergence
Retail… Banks… Offices
Brand Differentiation
Inspire… Motivate … Engage

3. Who we are...
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and design consultancy
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real estate and corporate sectors

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Example 1: The latin logotype in horizontal format reversed white-out of background colour
Example 2: The latin logotype in horizontal format within the exclusion area (freespace)
Yeni GLOBEX BANK logosu
Eski GLOBEX BANK logosu

7. Changing ‘Consumers’
Employers … Employees
“Attracting and retaining the best
people”... and the best tenant companies
New Values... Lifestyles… Locations

8. ĖŤ Tech-savvy
ĖŤ Grasp new concepts quickly
ĖŤ Enjoy change
ĖŤ Like personalisation customisation
ĖŤ Seek stimulation, get bored easily
ĖŤ Social, connected, consultative
ĖŤ Caring, motivated by their mission
ĖŤ Want to make the world a better place
ĖŤ Major influence on baby boomers
“By 2015 Millenials will be 75% of workforce
and will influence 74% of buying decisions”
- Deloitte
Key InfluenceŤ#-#13(.-

9. Creating “Delight” - a first choice perception
4 Environment - Green metrics
4 Economic - Developer criteria
? Social- Workplace changes
Social
Environment Economic
‘The Balancing Act’

10. The Consumer Driven Office
A new office consumer… TMT sector
New occupiers… young millenials
‘Studios’ not offices
Blurring of work and play work is life…life is work
- Want funky locations…place that has buzz…
squares, parks, restaurants, retail, hang-outs
- Want authenticity…character…history
- Want facilities…cycles and showers…
- Want ‘value’ – flexible space, contract options,
lower ‘different’ specifications

11. The Consumer Driven Office - Tea Building London
The New ‘A’ Class
Images courtesy of Derwent London

12. Sector Convergence
RETAIL … BANKS … OFFICES... HOTELS
Where you want to be …
Work … Rest… Play
“Life is work... work is life”

13. #6Ť1-!'Ť.-!#/32
lounges... hubs... mini branches... financial spas... cafes... chill out zones... community centres... play
areas... supermodern... high fashion... retro... traditional... relaxing... stimulating... styled like shops...
homes... conservatories... airports... nightclubs... libraries... boutiques...

14. -*(-%Ť.1Ť
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FRANK (Singapore) “A brand new way to bank”.
Aimed at young tech savvy ‘Millenials Has captured over 26% of Singapore’s youth market.

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ĖŤ Pioneered removal of EPOS terminals and introduction of handheld
systems for sta to process transactions
ĖŤ An entirely dierent store look and feel
“Technology is
better if I feel that
I’m working less. If
I’m not having to
think or do things
or work, it’s a
better product.”
Apple co-founder Steve
Wozniak

16. 4+3(Ť'--#+Ť -3#%13(.-ŤĬŤ'#Ť//+#Ť7/#1(#-!#
CitiBank smart banking concept
ĖŤ Interactive media wall and work benches
ĖŤ Touchscreen planning table
ĖŤ Digital swipe service browser
ĖŤ Assisted service at “360 Station
ĖŤ Live video conferencing with a remote specialist

17. 4+3(Ť'--#+Ť -3#%13(.-ŤĬŤ'#Ť//+#Ť7/#1(#-!#Ť
FNB - South Africa
ĖŤ Sophisticated augmented reality app
ĖŤ White walls, exposed ceiling, hard surfaces
ĖŤ High tech toys in a spartan environment?

19. ($#238+#Ť-*2ŤĬŤ(%(3+Ť!*+2'
Peoples Choice, Australia
ĖŤ Bright, fresh colours
ĖŤ Emphasis on relationships and face to face conversations

21. ($#238+#Ť-*2ŤĬŤ(%(3+Ť!*+2'
Virgin Money, UK
ĖŤ “Soulful” campaign with retro style illustrations.
ĖŤ TV/ Piano lounge - like a hotel

22. Ġ1##-ġŤ-*2
Skandia Bank, Sweden
“A green house concept, a place where plants grow and are nurtured.”

23. Brand differentiation
Inspire … Motivate … Engage
Kaleidescope
Group M
HSBC

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26. Kaleidescope Business Centre
“Space for Success”

27. Group M - Differentiated “Worlds”
• Group M
• MEC
• Maxus
• Mindshare
• Mediacom
5 levels... 9,500 sq metres
“Legenda Tsvetnogo” Business Centre, Moscow

28. Group M - Differentiated “Worlds”
Challenges
Strategic
• Brand differentiation
• Reflecting vision, values, personality
Operational
• Flexibility
• Minimum disruption
• Cost effective

29. Group M - KHHGTGPVKCVGF/QUEQYCIGPE[YQTMRNCEGU

30. GBreofuopr eM - A Bfetfeorre and after...