Environmental Design Pitch
Creating an Engaging Brand Experience and Emotional Connection in a Corporate Lobby
Corporate lobbies are creative opportunities just waiting to happen. Most corporations treat this space pretty much the same - a few leather chairs, a table with some magazines, a phone, yadda, yadda, yadda. You've seen one, you've seen them all.
I had a vision to create an engaging brand experience within a lobby that would be far from "the same old same old". Why not have employees, partners and other guests be connected to the brands before they even get to the elevator? The bigger question was "Why not put grass in the lobby?"
I was not pitching a swap of art on the walls, I was pitching an environment and the only way to communicate the vision was to build it. So we did. We built out three concepts: a beach scene, a park scene and a locker room scene. All which captured the essence of primary brands within the portfolio.
The sets were supplemented with video which created even more energy, but more importantly, the video allowed people to make an emotional connection with products they use by displaying everyday "life moments."
In order to get the execs to really believe in the pitch and to show how committed I was to it, I did the pitch in a bathing suit and flip flops and served drinks out of fun glasses with umbrellas. It went extremely well and the concept was approved by the president of the division.
Have a look at the photos and videos below.