Multi-dimensional design
What makes a brand appear always connected to the speed of youth today?
One sector that has evolved significantly is fashion brands, which have become more flexible to get closer to customers and integrate into their lives in the phygital (physical + digital) world. Understanding consumers' lifestyles and interests helps us create memorable experiences, whether through a simple relaxing coffee or by provoking reflections about their lives.
When developing strategies to reach our target audience, we constantly seek innovative ways to connect with them, questioning where we can be present or what kind of experience we can offer to become more relevant. It's crucial to maintain a consistent image while aiming to create an emotional connection that makes people feel something new or reflect on something important to them.
For example, imagine a brand like Jil Sander that not only offers clothes but also a café for customers while they explore the new collection and catalog. These creative activations not only attract but also inspire ideas for similar partnerships.
On the other hand, when we go further by incorporating art into installations and scenography that promote interaction, we are not just activating simple actions but also shaping atmospheres that can have a profound impact. This largely depends on where and how this interaction happens, adapting to the local perception of the brand, its cultural origin, and its values through visual merchandising implementations and a detailed design of the customer journey for an activation in a kiosk or pop-up store.
Challenge
Let's imagine creating a kiosk that sells the idea of studying in the United States. How would we capture people's attention? In cities like Milan, known for fashion, design, and architecture, we face the challenge of standing out amidst many events. This understanding reveals a greater receptivity to abstract concepts and symbolic interpretations.
What If...
By selling the promise of future careers through an environment that mixes art gallery and educational space, we create a place where people not only interact but also learn, reflect, and have access to multimedia information.
After adjustments and variations, we can generate ideas that are not only visually appealing for Instagram but also function as platforms to showcase students' work or inspire through images that capture Milan's creative spirit and demonstrate how your brand can engage with any environment, becoming diverse and contemporary.
It's essential to be open to regional, urban, and generational cultural influences to connect our brand meaningfully and capture the necessary attention.
