Stijn Geeraets, Business & Concept developer at 5AM, also took us on a cinema trip. A classic by Canadian filmmaker David Cronenberg, The Fly, which he remembers watching with his brother at the age of twelve, while his mother was preparing liver in the kitchen. The combination of smells, images, sounds and emotions made the memory unforgettable. Even 30 years later, he still remembers every detail of the room. Creating these kinds of lasting memories and associating them with a brand, to build a long-term relationship with the customer, has since become his vision of spatial identity.
From retail shops and outdoor festivals to coworking spaces, hotels and restaurants, it's a vision that applies to all kinds of spaces. With a strong motto: rethinking the past in a modern way. Refuting the apparent hiatus between the digital and physical worlds, Stijn explained how they can reinforce each other and how spatial identity
can bring them together, designing spaces where the brand can be felt and remembered.