Experiential marketing with environmental design is one smart way for businesses to immerse consumers in their brand. You may find this through ads that are built into urban and natural spaces, as well as storefronts or events designed with a cohesive theme. Environmental design can enhance the natural beauty of the setting while giving your brand a sense of trustworthiness. But what is environmental design, and how can you use it in your experiential marketing strategy? Read on to learn more.
What Is Environmental Design?
In 2023, the environment is an increasingly important issue for consumers and businesses alike. Environmental design is a plan that incorporates environmental considerations into the design of natural or urban areas, whether when constructing a new building or setting up an experiential marketing activation. This may include:
Offering eco-friendly or eco-safe options in the design
Incorporating natural scenery into the design
Making use of natural lighting
Utilizing plants and greenery in the design
At MadeFirst, we often create environments that complement the urban and natural spaces which they occupy. We offer a number of eco-safe material options for eco-conscious clients to create something both beautiful and sustainably designed.
Environmental Design For Events
Events are a great way to provide an immersive marketing experience for your shareholders and consumers. We build creative designs that allow guests to literally walk through your brand or your recent promotion. Experiential marketing events should engage the senses at every turn, but especially the eye. Environmental design is an excellent way to achieve that.
When we approach environmental design for an event, we make use of the natural beauty that already surrounds the space. This includes indoor spaces. If your event takes place on a high floor within a corporate building, we can leverage natural lighting and expansive views to enhance the design. We used this tactic for the NYFW Amazon Influencers event, where we also filled the space with greenery and flowers, utilizing natural wood pieces.
The Civic x IG Instabeach event also included plants and greenery to enhance the beauty of the setting. This event was largely outside, against the backdrop of sunny Malibu beach. The colors and natural elements incorporated were meant to complement that setting. Likewise, the Frieze Los Angeles RUINART event included a minimalist design with natural wood furnishings that drew attention to the woodsy, natural exhibits.
For another event, Diptyque hosted Pop Up at the Grove in LA. Because the Grove is already a well-loved setting with plenty of natural features, it was only fitting to make use of that scenery with environmental design. The pop-up was placed strategically near one of the Grove's most striking trees and in front of several other blossoming trees. Inside the store were several potted flowers and plants arranged near the latest fragrances, showing customers the natural sources for their favorite perfumes.
Create Your Own Immersive Experience
Want to create your own immersive experiential marketing experience using environmental design for your next event in Nashville or Los Angeles? Contact MadeFirst today to get started.