Creating a sense of place

Innovation and inspiration to kick start your week

Jigsaw | UK
Jigsaw’s bold new campaign reclaims immigration as a positive phrase and celebrates British diversity with the slogan ‘there’s no such thing as 100% British’. Large, vibrant posters fight fear and intolerance with positivity and celebration, transforming tube stations and city streets in the process.
Household takeout: Taking a stand risks alienating customers who hold an opposing opinion, yet well chosen words that strike a chord with the public can grant small brands a big voice.

Gentle Monster | LA
The Korean eyewear specialist sets up each store like an art gallery. The new LA flagship has a harvest themed twist, with kinetic sculptures and crop stack inspired rugs. The charmingly eccentric space reintroduces nature and a story of the seasons to the city, bringing a zen feel to hectic, downtown LA.
Household takeout: Physical stores can act as interactive billboards for brands, converting passersby to customers and brand followers through an engaging and sensory space.

This week Household attended a seminar on place making at the Independent Hotel Show. The panellists encouraged brands to move beyond cookie cutter hospitality and bind their hotel’s narrative to the neighbourhood’s to create a unique customer experience. We applied this thinking in our work on Another Place, The Lake. Each aspect of the design was focused on immersing guests in the Cumbrian landscape, both inside and outside the hotel. Our place-focused design was recently featured on Design Hunter.


$3.5bn Amazon’s estimated contribution to the Seattle economy

*Techcrunch, 2017

Amazon | US
Following Amazon’s announcement to build a second headquarters, hundreds of US cities are bidding to win the privilege. Stonecrest, GA has even offered to change their city name to Amazon, while Birmingham, AL has put up giant Amazon boxes across the city. The stunts attest to a brand’s power to transform a location and galvanise local support.
Household takeout: Retailers and destinations can tap into local stories to give their brand pulling power, in turn supporting local businesses. However the ultimate challenge is to build a brand story that locals are proud to share.

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