Mikunda's recipe book focuses on "Brand
Posted: Mon Feb 17, 2025 7:19 am
Create identity, activate senses
For each relevant principle, Erdman mentions the methods most frequently mentioned by experts to realize this principle. For creating identity, a frequently mentioned method is, for example: paying attention to realizing the right atmosphere and sense of security in a shopping area. For activating the senses, a frequently mentioned method is, for example: paying attention to the lighting, smells and sounds (acoustics) in a shopping area. The four design principles that are relevant to shopping areas that Erdman proposes can serve as a basis for consulting and observing visitors of shopping areas regarding experiences.
A book that also offers insights for creating experiences in commercial environments is “ Brand Lands, Hot Spots & Cool Spaces ” by Christian Mikunda from 2004. He has developed a recipe book for creating experiences. He describes the following four guidelines: be visible by creating a “landmark” or beacon, ensure that visitors are stimulated to walk around and explore the place, ensure a concept that runs like a thread through the place or area and ensure a special attraction that people simply have to see.
Lands", places where a brand is put in the spotlight, such as VW armenia phone number list Autostadt or the Heineken Experience. People typically only go there a few times in their lives. That is why, in my opinion, this approach is less suitable for shopping areas in city centres. For example, a spectacular attraction has less appeal if you see or experience it regularly because you visit the same city centre several times a year. In short, Erdman's approach is more suitable for creating "experience" in Dutch city centres than Mikunda's approach.
Conclusions
That something is changing in the Dutch retail landscape is slowly but surely becoming clear to retailers, municipalities and property owners. The vacancy of retail premises is a growing problem. Among other things, the increasing number of purchases via the internet, the crisis and the construction of large shopping centres outside the city are responsible for this. If no action is taken, shopping areas could end up in a downward spiral. However, because shopping is an attractive leisure activity for many people, there is certainly hope for shopping areas.
Since the central problem is that visitors stay away, it is obvious to put the visitor at the centre of the approach to the problem. Shopping areas must learn from their visitors. How do they behave? What do they need? In order to be able to respond effectively to all new developments, it is of great importance that all parties involved are convinced of their common interest. Cooperation is essential. When learning from the visitor, it is advisable to give the “experience” or perception of the visitor an important place, given the fact that many visitors shop as a leisure activity. Experiences are becoming increasingly central to leisure activities.
For each relevant principle, Erdman mentions the methods most frequently mentioned by experts to realize this principle. For creating identity, a frequently mentioned method is, for example: paying attention to realizing the right atmosphere and sense of security in a shopping area. For activating the senses, a frequently mentioned method is, for example: paying attention to the lighting, smells and sounds (acoustics) in a shopping area. The four design principles that are relevant to shopping areas that Erdman proposes can serve as a basis for consulting and observing visitors of shopping areas regarding experiences.
A book that also offers insights for creating experiences in commercial environments is “ Brand Lands, Hot Spots & Cool Spaces ” by Christian Mikunda from 2004. He has developed a recipe book for creating experiences. He describes the following four guidelines: be visible by creating a “landmark” or beacon, ensure that visitors are stimulated to walk around and explore the place, ensure a concept that runs like a thread through the place or area and ensure a special attraction that people simply have to see.
Lands", places where a brand is put in the spotlight, such as VW armenia phone number list Autostadt or the Heineken Experience. People typically only go there a few times in their lives. That is why, in my opinion, this approach is less suitable for shopping areas in city centres. For example, a spectacular attraction has less appeal if you see or experience it regularly because you visit the same city centre several times a year. In short, Erdman's approach is more suitable for creating "experience" in Dutch city centres than Mikunda's approach.
Conclusions
That something is changing in the Dutch retail landscape is slowly but surely becoming clear to retailers, municipalities and property owners. The vacancy of retail premises is a growing problem. Among other things, the increasing number of purchases via the internet, the crisis and the construction of large shopping centres outside the city are responsible for this. If no action is taken, shopping areas could end up in a downward spiral. However, because shopping is an attractive leisure activity for many people, there is certainly hope for shopping areas.
Since the central problem is that visitors stay away, it is obvious to put the visitor at the centre of the approach to the problem. Shopping areas must learn from their visitors. How do they behave? What do they need? In order to be able to respond effectively to all new developments, it is of great importance that all parties involved are convinced of their common interest. Cooperation is essential. When learning from the visitor, it is advisable to give the “experience” or perception of the visitor an important place, given the fact that many visitors shop as a leisure activity. Experiences are becoming increasingly central to leisure activities.