64 • 100 GREAT BUSINESS IDEAS
The innovative design of brand spaces includes Nokia’s “silence
booths” for people seeking temporary quiet and calm at music
festivals; Coca-Cola’s “Red Lounges” designed to provide multimedia
experiences to teenagers in malls in Illinois and Los Angeles; and
Microsoft’s Xbox 360 Lounge in Tokyo incorporating VIP rooms,
multimedia opportunities, and even Xbox-themed mixed drinks.
With an increase in lifestyle brands, brand spaces can reinforce your
organization as part of an idealized culture and aesthetic that is
sculpted to the tastes of your target demographic. Brand spaces help
sell directly and indirectly. They also build the value of your business
by generating understanding of—and affi nity for—your brand.
In practice
- Consider where your target demographic market would choose
to go to enjoy their free time and use your brand space to create
an idealized version of it. - Recognize the variety of options you have when creating a brand
space; focus on individuality. - Remember that the aesthetic and physical design of the brand
space is usually vital. - Choose which specifi c aspects of your company’s service and
image will be portrayed in the space. - Provide a range of activities for visitors to enjoy.
- Decide what the emphasis of your brand space will be—for
example, convenience, culture, excitement, or relaxation. - Choose your location carefully—whether you choose an airport,
shopping center, music festival, or simply a city street to be home
to your brand space, is the fi rst step to ensuring the project is
a success.