The rise of branded architecture

BrandCulture’s Nick Bannikoff and Stephen Minning recently wrote an article for Australian Design Review investigating the rise of branded architecture.

Dozens of experiential marketing agencies have opened recently in Australia, but all the while a newer trend has been quietly emerging: the growing role of architecture in branding and marketing.

Over the past two years, we’ve seen several eclectic examples of branded architecture pop up all over the globe. Projects like LEGO House in Denmark, Musée Yves Saint Laurent in Marrakech with its lace-like terracotta brick façade, or Denton Corker Marshall’s perforated walls for the University of Technology Sydney are three recent, and very different, examples of how brands are embedding their beliefs and values into the architecture itself.

Nick and Stephen were inspired to write an article explaining this trend as more architects master the art of combining the physical and digital realms to create multi-layered brand experiences.

They also shared a few rules of thumb for Australian architects who are curious about working more frequently in this space.

Read the full article here