The building 1: Recreating the history53

53

THE BUILDING 1: RECREATING THE HISTORY

There are many reasons for a long-established organisation to move to a modern building out of town: Cost, maintenance, transport links, health and safety. Brand values don’t always come into it. But when their brand identity is set fi rmly in the 19th or early 20th centuries to refl ect their traditions, it’s always a surprise to fi nd them in a modern industrial unit. But there’s no need to throw the baby out with the bathwater.

Even though they’ve left the old building, the interior of their new workplace can be designed to refl ect a part of the brand’s history.

The idea Stepping inside a building and fi nding something completely different from what the exterior has led you to expect, can be a surprisingly pleasant experience.

Modern buildings don’t have to be kitted out with plain white walls, light wood veneer offi ce furniture and neutral carpet tiles. They can have fl oral wallpaper, antiques and polished fl oorboards, if that’s what suits your brand best. Use your brand values to infl uence and inspire your building’s interior. Of course it has to be functional but there’s absolutely no need to make it into another identikit offi ce.

All it takes is some imagination, interior design skills, and a clear understanding of your values.

In practice • Ask your customers, the ones who have never visited, what they would your building to look like. Ask the ones who have visited if it was what they expected. You can begin to build a picture of the way your brand is seen from the outside. • Get advice from an interior designer, tell them who you are and what you do, about your history and what your brand stands for, and ask for their interpretation. • Of course you do need to comply with health and safety, but you can buy antique furniture at auctions that’s a lot less expensive than modern offi ce kit.