Methodology of architectural brand integration in public space design
DOI:
https://doi.org/10.30857/2617-0272.2026.3.3Keywords:
interior design, commercial interiors, design methodology, scenario-based modeling, spatial branding, environmental designAbstract
The article examines methods of architectural interpretation of brands in commercial and public spaces. These methods are considered within a contemporary paradigm in which the interior is not only a functional environment but also an effective tool of interaction between a brand and its target user, directly influencing business performance. Based on a generalisation of local and global design practices, a typology and methodology for integrating brands into public interiors are formulated for the first time. As a result, four methods are identified. The method of direct transformation is based on the direct transfer of identity elements into space. The morphological method considers these same identity elements as form-generating components of the spatial environment. The atmospheric method focuses on creating interiors with clear emotional and stylistic references that are inherently tied to a particular brand. The scenario-based method enables visitors to understand the brand through the experience of interacting with the space. The proposed methods reveal the brand through four comprehensive aspects: graphics, form, atmosphere, and user experience. The article analyses the specific features of each method's application, considering each as a distinct approach to translating brand identity: from simple visual identification to the formation of a particular emotional response, depending on the commercial objective. The developed methodology systematises the process of forming technical briefs for architects, designers, and marketers. It may be used as a practical foundation for developing competitive spatial solutions, ensuring conceptual integrity and contributing to the potential enhancement of business attractiveness.
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