Can you imagine a McDonald's branch in blue and white? Or an Apple office that relies exclusively on heavy wood and traditional leather? Of course not.
The key is Corporate Architecture. GALA explains how you can use architecture as a powerful tool for your brand.
Definition: What is Corporate Architecture?
Corporate Architecture is your brand identity made of concrete and mortar. It encompasses both exterior and interior architecture that unmistakably reminds people of your company. Colors, materials, construction methods: everything corresponds to your Corporate Identity and Corporate Design.
Corporate Architecture should not be confused with "Enterprise Architecture" (which refers to IT and organizational structures) or "Brand Architecture" (which refers to the relationship between sub-brands and parent companies). Instead, Corporate Architecture is found in every one of your physical buildings, whether in retail stores, offices, or factories. Every building pursues important corporate goals, and the architecture helps to achieve them.
Architectural Branding: 6 Advantages and 5 Examples
Clearly, you could let your employees work in a grey, nondescript office block. However, brand-specific Branded Architecture offers many strategic advantages:
1. It increases recognition
What do you look for when you are on the highway and hunger strikes? Exactly, the golden arches of McDonald's.
Everyone recognizes the Corporate Architecture of McDonald's instantly.
2. it ensures immediate positioning
The architecture of your building helps to create specific feelings and associations for the observer. We associate green with sustainability. We associate large amounts of glass with transparency and trustworthiness.
Anyone passing the Negishi Cube at Winterthur station immediately recognizes what to expect: traditional Japanese sushi for take-away. Designed by GALA.
3. It stands out
When you walk past an extraordinary shop in the city, you simply have to look inside. Exceptional architecture wins attention!
High ceilings, lots of glass, modern style: Apple stands out with its store concept.
4. It binds employees
Corporate Architecture is one of many building blocks to strengthen the sense of belonging within your team. Just like brand colors, a uniform, shared values, or annual events.
The BMW headquarters in Munich is modeled after a four-cylinder engine: fitting for the car enthusiasts who work there.
5. It increases your turnover
Smart architecture (especially interior architecture) ensures happier, more productive employees with fewer absences, as seen in the office of the future. When executed correctly, it can also increase sales figures at the Point of Sale.
The 007-Office avoids distracting elements and focuses on meetings in a statesmanlike atmosphere. Designed by GALA.
It leads to the "Bilbao Effect"
This refers to a building that strengthens its entire surrounding area, such as the Guggenheim Museum in Bilbao or the Elbphilharmonie in Hamburg. This is particularly interesting for urban planners and large-scale developments.
How does GALA design Corporate Architecture?
Development, concepts, strategies: in Corporate Design Architecture, we follow the principle "Form follows spirit." This means that your brand identity represents the core of the project. Aesthetics are not the primary focus; instead, the goal is to achieve your philosophy and objectives through architectural elements.
GALA helps your company to tell your story. In a workshop, we first define what your new building should express. From there, we derive the materials, building components, colors, lighting, and more.