Paul Tabouré and Simon Hancock of THERE speak to Ola Bednarczuk about their practice, and why branded environments are more in demand than ever.
March 18th, 2011
Directors Paul Tabouré and Simon Hancock founded THERE 9 years ago in response to a market need for branded environments, and the studio’s services have never been in greater demand.
“More and more companies are realising that branded environments are becoming a really important part of the workplace,” says Hancock.
“Retention of staff is vital, as well as building a dynamic environment.”
The team at THERE works closely with the architecture community, whether it be partnering on interiors to provide graphics, strategic wayfinding and identification signage, or rebranding the actual practices.
“There have been massive shifts in architecture and the way that firms market themselves,” says Tabouré.
“It used to be that everything they did was secretive, with a lot of IP around processes and imagery. In the last few years it’s changed to a more transparent approach in business practices, and putting less emphasis on the work – which is almost a given – and more emphasis on the studio culture and the people surrounding that.”
Heavy competition between the numerous players in the industry makes it important for individual firms to differentiate themselves. As a result, THERE has garnered a long list of high profile clients – including Watermark Architecture, MCK Architects and MAC Interactive Architects – looking to rebrand or redefine their image.
Other clients have included companies such as Stylecraft who want to target suppliers and enlist THERE’s architecture knowledge and design aesthetic.
“They’re wonderful legacy items,” says Tabouré of the branded environments created by THERE.
“When you work on a branded environment, it’s going to be there for years to come. It’s really great to work on a project that you know is going to come to life, that people can interact with, walk around in and have deep emotional connections with the space.
“It’s wonderful when we finish a project and hear the accolades and testimonials from clients, talking about how staff are motivated and excited to come to work, and how clients are wowed by their first impression when they come into a space.”
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