Breaking Free

Ultimately both brandscapes and brandfests attempt to produce atmospheres which target the modern day consumer; all while attempting to build extraordinary experiences which challenge the social and emotional norm of consumer products. Niketown in Chicago proposes a symbolic experience designed “to evoke in consumers a range of synergistic thoughts, emotions, and behaviors that encourage active engagement with its servicescape” (Sherry). A direct correlation can be seen between brandscapes/brandfests, and the idea of assigning a celebrity theme to a restaurant. Very similar to restaurants and museums which depend on an element of entertainment to suffice consumer needs and interests, brand name vendors such as Nike and Jeep are forced to immerse themselves within the ‘brandscape’ realm of advertisement.

Brandscapes/brandfests are powerful advertisement endeavors proposed to challenge the shopping norm, while at the same time architecturally respond to the contextual landscape in which they reside. While the exterior of NTC is designed to “conceal its internal wonders”, the interior mimics that of the town square, which “stimulates the feeling of strolling outdoors through a small-town shopping district” (Sherry). Niketown in Boston also reacts to its urban fabric by recreating the different stages of the Boston Marathon which can be experienced throughout the store as one travels around the main circulation armature of the space. In regards to brandfests, McAlexander comments “careful orchestration of a brandfest places the brand at the center of consumer activity in contexts that are relevant, or even central, to key aspects of the consumer’s identity” (McAlexander). Often the environment which a store or brandfest establishes can be convincing enough where consumers are willing to travel just for the experience to broaden their horizons and potentially break free of the shopping norm.