Physical Experience: Aligning The Feel Of Your Space With Your Brand


From Tip 1 – We created your Brand Experience
From Tip 2 – We learned about your Customers
From Tip 3 – We explored your identity
From Tip 4 – We created your Space
Fanajeen_1Now that you have the language of your brand, your space layout, and all of your research complete (from Tips 1-4), we can integrate the dynamic experience into the physical space. We define a dynamik© experience as a sustainable, delectable, workable and memorable experience designed for humans, desks, dogs, menus, and mannequins. I admit, we like to have fun and be all inclusive in our experience, but and this has to do with a 360 degree viewpoint which means knowing how to create a space that achieves the right feeling when someone arrives for the first time.
The language of your brand determines the language of your material palette. This includes the psychology of materials relative to the human experience, color and pattern trends, locational vernacular and preferences, material availability, and budget. All of these physical considerations will be overlaid and analyzed based on your brand story and guidelines, logo mark, and taglines. Whether you are looking to launch a new concept or refresh an existing, all of these areas should be reviewed relative to your brand.
Fanajeen_2Think about color. There are people in the design industry who do not prefer the color blue in eating establishments as they believe it does not elicit the eating response, whereas red is thought to be an active dining color. Yellows, greens, oranges, and browns can all be good restaurant choices. Working with a design expert that understands color is key in designing a successful café space. The color and materials of the architecture and signage are also important considerations. Character architecture is warm and comforting to most consumers of restaurant and retail spaces. When looking to locate your new café into a space, select a space and location with character as this can make the difference in attracting more customers.
Patterns in fabric, tiles, artwork, murals, flooring, and other elements in a space need to correspond and relate to your brand. Your brand does not stop with your name, website, and logo, it follows through in everything a customer sees, hears, touches, and smells.
Lighting has a high impact on new and re-fresh concepts. The overall design and type of lighting should relate to your brand. A chandelier or large pendant in a space really makes a statement. Smaller pendants scattered around are more subtle.
Seating types also relate to your customer and your brand. Knowing the age range of the customer will provide input on the seating and tables as well as their heights. Variety in seating and table types is always beneficial and will draw in the largest range of customers.
Don’t forget the artwork, the views to operational areas, and the trash. All of these areas are customer touch points and should be consistent with your brand.
TJs_BeforeDYNAMIK projects such as TJ’s Deli (refresh), The Spot (new concept), and Fanajeen (new concept) have seen a marked value in creating a unique experience relating to their brand – and bringing customers back again and again. This has a substantial impact on ROI due to price/value perception. Your space is your package – and must be created just as rigorous as your brand and logo. Working with an expert in brand space creation is well worth money and time for a successful long term café.
Having a well thought out brick and mortar experience is the basis for customers returning consistently and creating the greatest value for your products.
Our 10 Tips Jumpstart Café pocket books allow you to write your thoughts in one complete booklet and it also prompts questions to consider.
Stay tuned every month for valuable tips. Melanie Corey-Ferrini is the founder of Dynamikspace ( and offers services from consulting to full service café creation.

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