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HOW GLOBAL BRANDS MANAGE THE LOCALISATION OF SPATIAL EXPERIENCES – THE CASES OF STARBUCKS AND IKEA

Part of: Industrial Design

Published online by Cambridge University Press:  11 June 2020

A. Alaali  and
J. Vines
A. Alaali*
Affiliation:
Northumbria University, United Kingdom
J. Vines
Affiliation:
Northumbria University, United Kingdom
*
*a.alaali@northumbria.ac.uk

Abstract

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This study explores how two global brands (Starbucks and IKEA) design spatial experiences that are localised for diverse cultural contexts. Through a series of interviews with store designers, design and marketing managers, and brand experts from both companies, we identify two different ways a brand and design team can be organized and how each influences the process of the localisation of spatial experiences. Our findings highlight issues related to a team's structure, the use of different design processes and how these influence the building of strong, locally relevant spatial experiences.

Keywords

design managementexperience designdesign process

Information

Type
Article
Information
Proceedings of the Design Society: DESIGN Conference , Volume 1 , May 2020 , pp. 1597 - 1606
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
The Author(s), 2020. Published by Cambridge University Press

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