Architizer is hosting the world’s definitive architectural awards program, with 50+ categories and 200+ jurors. As part of an ongoing series, we’re spotlighting projects that fit the “Plus” categories, which tap into topical and culturally relevant themes. Today, in an effort to show you examples of good candidates for the Plus awards, we present five “Architecture + Branding” projects. To see a full list of categories and learn more about the awards, visit awards.architizer.com.
An iconic brand can be worth millions, resulting in higher sales of all products associated with it. Brand awareness is obviously not a new concept, but since the opening of the Bohlin Cywinski Jackson-designed Apple Store in New York City, more and more companies have acknowledged the powerful role architecture plays in establishing a brand identity.
In order to provide clients with a full-service experience, architect and design firms have begun to expand their repertoire past the built environment, developing innovative ways to create a branded experience. Take OMA, whose work with fashion label Prada includes not only retail stores but also lookbooks, videos, and even runway shows. (See our article here.) Further development within the world of brand recognition not only extends the shelf life of the client and product, but is also a vital factor in augmenting an architecture firm's relevance.
The A+ “Branding” Award will honor the most innovative branded experiences (built or unbuilt) from the past three years. Here are some examples of brands that have used architecture to help establish their brand identity.
Prada, everywhere, designed by OMA
Prada Epicenter in Los Angeles