You obviously don’t expect to experience the same emotions in a funeral home, a store, a restaurant, or an office. A working space will have to convey creativity, a store might need to bring a feeling of comfort or be kids friendly, a funeral home will offer an ambiance of rest and serenity…
It’s not about positive or negative, it’s all about coherence. Each person will experience a space differently, but everyone should get something unique from it, something directly linked to the brand identity
. In collaboration with SKINN, we recently created the spatial identity for Frydate
, a new take on the typical Belgian ‘frietkot’.
Rethinking such an iconic space, with all its codes and deep roots in the local culture, was a big challenge. The key was to create a home feeling and to encourage clients to stay longer, and to change the perception people have of a fast-food joint, without making it too exclusive.
Olivier: Frydate’s branding
is very colourful; we chose to tune that down in the spatial concept to leave room for future evolution. We put the focus on materials that convey that homey feeling, and we added a series of nods to the brand identity, with a touch of humour. The result is an inviting space, at the same time familiar and surprising. A tribute to Belgian fries’ culture in an innovative envelop. It embodies what spatial identity should always be: a total experience.