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Parsons School of Design MFA Lighting Design program theses2009 (PC020404.08) ➔ Reinventing Brand Identities with Light


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Macarena Bañuelos Bernal (designer)




The current retail marketplace has been increasingly saturated with traditional marketing strategies, creating a condition in which brands must redefine a new and creative way to convey their identity to the public in order to stand out and be noticed. Retail spaces no longer focus only on selling product, but rather on building an image for the brand and an emotional connection with customers. This major shift from sales to experience is blurring the traditional boundaries between marketing and design. In my thesis I argue that light can be used to create experiences that will trigger an emotional connection with customers. The aim of this new spatial typology will not be to sell the product, but to experience it. I chose Ray-Ban as a theoretical client for my design studio project because of its intimate relationship with light, and the fact that it has never had a monobrand physical retail space. The Gagosian Gallery in Chelsea, serves as the location for my brand experience, which will be designed in such a way as to be easily recreated elsewhere in the future.



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