Seminar Aim
The brand is a fundamental resource for a company winning strategy in the contemporary contest and the research and the development of its value is a key point. Some concepts like Brand Value, Brand Recognition, Brand Awareness, Brand Equity, have been getting into the collective imaginary and companies are more and more oriented towards valorisation of the product through the brand. Stores become, in this context, the three dimensional preference spaces for the "Brand experience". For this reason stores can't be designed as mere exhibition areas but must be conceived as the most powerful communication tool
for brand's values. This new attitude generated also the need of a new definition of the traditional approach to lighting to create a high added value environment where light plays a strategic role due to its constant relation with the context and the product.
The seminar strives to be an opportunity to share experiences and knowledge about trends for the brand strategy in retail, analysing the fundamental role of light in the project.
Who should attend
- Corporate image managers, brand managers, marketing managers, decision makers for companies
- Architects, designers, interior designers, planners
- Lighting designers
Period
October 25th 10.00 a.m. - 6.00 p.m. and October 26th 10.00 a.m. - 3.00 p.m.
Topics
Innovative solutions and trends to identify the brand and to transmit its values in retail will be analysed together the importance of a more customer oriented strategy with interactive experiences in the purchasing process. In this context the role of light will be analysed. How light may become a powerful marketing tool in retail? What to do to
express light potentialities in brand strategy? International testimonials will present their experiences and best projects to analyse which was their strategic use of light.
The round table will be a precious occasion to discuss about why, when and how to communicate between specialized professionals involved in the decisional process of retail to assure a more and more coherent and effective use of light.
Participants
International professionals and protagonists will present their experience and knowledge about the seminar topics.
Some testimonials will be:
Antonio Barbieri (Italy): Gucci consultant for stores, offices and exhibition areas.
Ole Scheeren (Holland): Office for Metropolitan Architecture, project architect for the New York Prada epicenter.
Reed Kram (Denmark): founder of Kram Design, recent projects include media design and concept for the New York Prada Store in collaboration with the Office for Metropolitan Architecture.
Michael Gabellini (U.S.A.): member of the American Institute of Architect. An innovator in the field of fashion
interiors, he has designed boutiques and showroom facilities for Jil Sander, Giorgio Armani, Salvatore Ferragamo, Nicole Farhi, Gianfranco Ferré, and the Council of Fashion Designers of America.
Bernard Dooling (UK): creative director for 20|20 , one of Europe's most influential retailing consultancies. Between
its clients Virgin, Daewoo, Lego.
Ron Harwood (U.S.A.): lighting designer. Nike and British Airways case histories.
La Sfacciata Lighting Academy, Via Volterrana, 82 Florence (Italy)
tel +39 055 3791328 fax +39 055 3791255 e-mail: info@lightingacademy.org
www.lightingacademy.org |
