“What if more brand spaces were designed to trigger specific emotions, such as hope? Or a sense of calm, intrigue, wonder? This is how deep-rooted memories are activated or created. And isn’t that what all brands want, to be remembered? Too often, brand spaces, whether retail, visitor experiences or experiential one-offs, neglect to move people in that way. They focus too much on the product or the practicalities, or just the ‘insta-moment’ in the here and now. It is such an opportunity missed, because spatial designers can literally build memories, whether reviving old or creating new ones” - read here the full article.