Making Connections

The reading "Brandfests: Servicescapes for the Cultivation of Brand Equity” was tailored to the experience of the participant. The article was addressing “brandfests,” or events organized by a specific brand for its loyal customers. These events were analyzed for their success in creating environments that were suitable for not only customer enjoyment, but in creating memories that enhance the bond between customer and product. The same can be said for architecture and how every architect is aiming to create an experience in their design that is memorable for the inhabitant. During the design process the architect is trying to visualize how someone would feel existing in their designed space, how this person would react to one floor pattern versus another. Architecture and branding share a very similar goal; that goal is to provide a memorable experience for the customer. This interaction between consumer and provider is what makes any one person form opinion and enable them to make choice. Why buy one product or enjoy one space more than any other? You prefer one over the other because you had an experience that was not necessarily only memorable, but exciting or informative or unfamiliar. This idea of designing a space that will create an experience for the consumer can be compared to what is going on with DestinyUSA. The project is not only a mall for people to purchase items; it is an experience in sustainable design. Of course the goal of the mall is to make profit, but at the same time they will be educating the public through a memorable architecture all revolving around the health of our environment. This project will further prove how architecture can be used as an informative resource that has the ability to engage with the inhabitant on more than just a physical level.