ArchitectureTalks 2008

For architects, marketing and branding specialists

PLEASE NOTE: The seminar on 29 May conducted by Anna Klingmann is fully booked! Unfortunately, registrations cannot being considered anymore. Thank you for your understanding. (27.5.2008). Should you with to be kept informed as to when Anna Klingmann will lead another seminar on the topic, please contact us at: contact@architecturetalks.org

This seminar aims to under the relevance of authenticity in today’s global marketplace as well as how architecture can play an important role in this context.

This seminar is beeing supported by DORMA Switzerland.

Date: 29 May 2008
Time: 2.00 pm - 6.00 pm, incl. break
Location: Hotel Radisson SAS, Lucerne, room Noelli
Seminar conducted by: Anna Klingmann, KL!NGMANN Architects & Brand Consultants, New York

Seminar overview

The seminar will be held in G E R M A N.

In a world filled with deliberately and sensationally staged experiences – an increasingly unreal world –consumers increasingly choose to buy or not buy based on how real they perceive an offering to be. Business today, therefore, is all about being real. Original. Genuine. Sincere. Authentic. And this drives the demand for experiences people deem authentic.

This seminar: • gives an overview of why some offerings are perceived as inauthentic and how offerings can become more authentic. • illustrates strategies of how to manage the perceptions of real and fake held by consumers of corporations and products. • demonstrates how holistically designed brand experiences can help a company to be perceived as authentic. • illustrates how place making becomes an increasingly important tool for companies to position themselves in the global marketplace

Part 1: From marketing to place making
It is a fact that advertising no longer works as well as it did. People have become, after all, relatively immune to messages targeted at them. Therefore, it is increasingly important for companies to create places where customers can fundamentally, holistically and physically experience their values and offerings. This section will demonstrate how architecture can be strategically employed to create imaginative places as authentic experiences that truly engage customers and create memories in them.

Part 2: The demand for authenticity
As savvy customers progressively evaluate brands in terms of real and fake, based on their view of what is and what is not authentic, executives realise that their company’s success hinges on their ability to gain a reputation among consumers, stakeholders, and employees as real. This section will distinguish between different categories of authenticity, examine what kind of qualities render a business authentic, and outline strategies on how to make offerings more genuine.

Programme

2.00 pm – 3.30 pm......Presentations Part 1
3.30 pm – 4.00 pm......Break
4.00 pm – 5.30 pm......Presentations Part 2
5.30 pm – 6.00 pm......Q & A

Speaker

Anna Klingmann,
Principal of KL!NGMANN Architects & Brand Consultants, New York

more information about Anna Klingmann

Target audience

This seminar aims to assist corporate leaders, senior executives, managers, business owners and architects in understanding the relevance of authenticity in today’s global marketplace as well as how architecture can play an important role in this context.

Cost

CHF 240.00 / EUR 150.00*, incl. seminar documentation

* Prices in Euro are intended as guidelines only. The respective daily exchange rate shall be applied when computing your invoice.

Registration and payment

Registration and payment should be carried out online or by fax by 23 May 2008 at the latest. You will find all relevant information under the rubric Attendance on the website www.architecturetalks.org. To register after 23 May or for any further queries, please contact us: +41 (0)44 253 91 91, contact@architecturetalks.org.

Please note: The number of participants is limited, so please register early! Registrations will be considered as they come in. The seminar will only take place subject to a minimum amount of participants. Should the seminar have to be cancelled, participants who have already registered will be notified without delay and their fees refunded.

registration