When branding obsession creates a different place experience

Yoshinoya-Restaurant-hong-kong-NeoPlaces-2

In the same time global fast-food brands change their restaurants to avoid the standardised feeling and improve their client experience (see the latest McDonald’s restaurant achievement by clicking here), the radical opposite approach also exists in Asia.

Yoshinoya is a perfect example of this branding, systematic, obsession: the latest Hong-Kong openings use as much as possible the brand’s name, logo and colours in the entire place. It is so branding-centered that it becomes an experience in itself. And I can suppose that’s what finally makes it agreeable to clients.

Alors que les marques mondiales de  fast-food redesignent leurs restaurants pour éviter la perception de la standardisation et améliorer l’expérience de leur clients (cliquez ici pour découvrir le dernier restaurant de McDonald’s), en Asie l’approche radicalement opposée existe également. Yoshinoya est un parfait exemple de cette tendance d’utilisation systématique des codes de la marque: les dernières ouvertures de Hong Kong utilisent autant que possible le nom, le logo et les couleurs de la marque dans l’ensemble du restaurant. Et c’est finalement cette déclinaison obsessionnelle de la marque qui devient une expérience en soi, finalement agréable pour ses clients.

Place/ Yoshinoya, Hong-Kong, China

Designer/ AS Design Service Limited

Information/ Knstrkt

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1 comment

  1. A reblogué ceci sur le V-bloget a ajouté:
    Juste en passant, voilà qui illustre mon conseil aux indépdants qui se lancent : unité visuelle ! Là c’est un peu too much, tout de même, mais du reste très corporate !

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