Brandscaping" - the creation of a three-dimensional microcosm representing the brand is increasingly becoming a characteristic part in the architecture of retail areas, shopping centres, and showrooms. Rising to the challenge from E-commerce and the global competition for customers, companies, project developers, architects and interior architects are reacting with complex concepts which present the brand image, the encounter with the product as an object of desire, as a microcosm, an experience to be perceived the senses. Using the latest technology and features from the entertainment industry, these real and tangible "brand landscapes" lay value on generating an emotional impact, and range from standard shop systems to monumental theme parks.
"Brandscaping" presents 15 international projects from the fields of architecture and interior architecture, including Volkswagen AutoStadt, Wolfsburg, Niketown in London, the City Mall Sevens, Düsseldorf, the shopping centre at Leipzig railway station, the Showroom Qiora New York, the shop concept Superga in Italy and the Migros supermarket chain in Switzerland. Concluding the volume is a documentation of the discussions which took place between image designers, architects and interior architects during a workshop.
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