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ACTIU Berbegal y Formas, S.A.
Branding spaces: How to define your brand identity through decoration

Branding spaces: How to define your brand identity through decoration

MAY 2024 | 3 minutes

New spaces for new times. All spaces, but especially those dedicated to work, contract and transit, such as corporate offices, airports, hotels, schools and hospitals, are undergoing a real revolution. They have ceased to be the physical environment that simply housed the furniture for users, to become astrategic lever for change and representation of brand identity that allows organisations to align their transformation challenges with the need for well-being and satisfaction of their workers, clients and consumers.

porsche office space branding
Porsche (Shanghai)

Spatial identity to define your brand values

Corporate identity is the sum of characteristics, values and beliefs with which a company identifies itself and thanks to which it differentiates itself from other companies over time. The brand identity of a company is its personality, its DNA, its soul, which makes it unique and different from others. It is everything intangible that brings followers of its products or services.

cosentino branding of spaces
Cosentino (Miami)

The branding of spaces as a tool

Designing a space aligned with the corporate identity of the brand it represents becomes acommunication tool capable of telling the story and philosophy of the company .Creating environments that excite, that positively connect the user with their task or the client with the product or service, that help them to develop their full potential. This opens up the possibilityof transmitting a true brand experience within the spaces. An experience that goes beyond rationality, that takes into account emotional and sensorial aspects, perceptions and sensations that the user experiences when interacting with the environment.

sportisimo prague space branding
Sportisimo (Prague) | Photo: Jakub Pelnar

The creation of these new corporate contexts is due to the change in consumer habits, the irruption of technology and new ways of relating to each other. The incorporation into the world of work of new generations that propose a different scale of values among which sustainability, collaboration, wellbeing and the integration of technology in all processes, among other aspects, stand out.

renault office space branding
Renault (Madrid)

Organisations that aspire to communicate their brand identity through the configuration of space should consider the implementation of new areas, in order to provide their public with the necessary environments for the exchange of knowledge and ideas to flow, to encourage informal encounters, to encourage intergenerational socialisation or for users to have moments of disconnection. The organisation should consider the implementation of new areas, in order to provide its public with the necessary environments for the exchange of knowledge and ideas to flow, to favour informal meetings, to encourage intergenerational socialisation or for users to have moments of disconnection that allow them to be inspired or to relax.

viokox valencia office space branding
Viokox (Valencia)

Brand identity: Present in every space

The brand is present in all these new areas ranging from kitchens and cafeterias, lobbies, waiting areas, multi-purpose rooms, terraces or interior gardens, spaces that take on a new prominence. This concept is equally valid for sectors as diverse as hospitals, banks, airport terminals, schools or commercial premises, where the aim is to create comfortable atmospheres as close as possible to the feeling of a homethrough contract solutions.

mci office geneva space branding
MCI (Geneva)

Efficient, sustainable, healthyspaces , at the forefront of technology and representative of the values of the organisation, where users, professionals and customers improve their experience, build loyalty and strengthen the brand, creating real competitive advantages for the business.