Localised Spatial Experiences

Timeframe: 2017-2020

A key pressure that globalisation provides global brands is the requirement for the incorporation of local identities. Moreover, there is a developing interest for adopting a holistic approach of how global brands drive their work. Experience design is proposed as an answer for the two pressures. One of the primary difficulties faced by global brands is dealing with these connections and utilising experience design to effectively manage solving contemporary world pressures. Accordingly, the purpose of this PhD is to investigate how brand managers and experience designers inside global brand management teams progress in the direction of coordinating local identities. So as to answer to these questions, the researcher will work with global pioneers, for example, Starbucks, IKEA and more. Then to develop a set of tools that those teams could use to improve their practices of tending to globalisation and the formation of local identities within spaces.