As part of my work with clients Jaguar Land Rover (JLR) and Triumph Motorcycles I was involved with several high profile architectural projects where the design of the building itself was a main part of the brief. These were however much more than a building design as the overiding outcome for each structure was to create the ultimate customer brand experience. Working directly with the architect we were able to combine our knowledgs and experience, they with the architecture and me with the experiential side. It was about creating environments that were way beyond being 'fit for purpose' in a functional way but where the structure itself and the interior design provoked emotion about the brand and it's products. This meant that every aspect of the design from the seat cushions to the building structure had to work together seamlessly to create a powerful brand experience.
Alongside the auto show work, my JLR remit extended into permanent
brand experiences, including the Land Rover Experience Centres.
The projects ranged from concepts for complete new-build facilities to integrating the brand into much more rustic, off-road locations. The creative challenge was maintaining a consistent Land Rover customer experience across very different environments, while allowing each location to retain its own character and sense of place.
The challenge for me was that I wasn’t a biker, so I had to immerse myself in that world to understand what a great motorcycle customer experience should actually feel like.
The audience included both prospective customers and existing owners, so the experience had two different jobs: help close the deal for one, while reassuring the other that they’d made exactly the right choice. Understanding that difference became a critical part of my creative direction and the customer journey.
