Branding and Spaces

My talk will be about the relationship between branding and spaces, buildings, architecture.... Buildings are frameworks that come to life when people start using them. They then evolve constantly. In a similar way, brands are often becoming open systems that incorporate change. In the talk, I'll share some of the experiences I had collaborating with architects like Herzog and de Meuron and Richard Rogers. Sometimes public buildings are so iconic that they become brands in themselves. What role does the brand identity play in that context, what is the relationship? I believe that the most powerful brands for public spaces are those where space, content and design, all adds up to a coherent story.